Logo Design

Designing a custom mark for a boys sportswear brand pulled from years of experience in the sportswear industry. Consideration of usage on fabrics, the landscape of sport, and mark's overall utility led me to explore shapes that root in balanced geometry, bold weight, and easily lend to creating repeat pattern for branding the apparel itself. The leaning F-mark suggests forward movement, while the cross bar alludes to a wing or wind. The "l" and "y" letterforms continue a visual nod to track and field. The F-wing was used to create a dashed line pattern along marketing collateral, while the F-mark was patterned along panels on the Fly Sport hoodie and waistband of the joggers.