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The brief was to design a logo and namecard for a fictive gallery in London, Red Coats. The logo pays tribute to the tradition of fox hunting and… Read More
The brief was to design a logo and namecard for a fictive gallery in London, Red Coats. The logo pays tribute to the tradition of fox hunting and places this within London's cosmopolitan setting. Read Less
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The brief: To create a logo and namecard for a fictive gallery in London which I named Red coats, after the coats worn during fox hunting. London is very cosmopolitan and fox hunting is more a tradition. So how do I combine these two attributes into a fresh identity?

Process: I started out simplifying and abstracting parts of the fox that is typically hunted during the hunting season. And arrived soon enough at using the face of the fox. I soon stumbled upon using different line thicknesses to create a more 3 dimensional shape that was pretty interesting visually. The final logo works amazing in black & white and in color. The linework in the logo, when cropped, makes for a dynamic design attribute for the back of the namecard.