For this branding the client was looking for a clean and clear look for their sports apparel brand. Deliverables included logo, letterhead, and business cards. Orange was chosen as the main brand color because of its association with energy and health. The ‘I’ in the logo, which also functions as a weight, serves as a strong standalone design element. The typography played a central role in this project, and the typographic solution chosen was to go with a bold, rounded, sans-serif paired with a light and heavily kerned sans-serif. While the logo appears in black and orange on paper applications, on clothing, it appears as a solid-colored logo on a solid-color item.