TOOLS USED:

Photoshop, Illustrator, Dimensions

BRIEF:

Artcrw is an up and coming Street dance crew based in Wollongong and Sydney. Being a new crew, they wanted to create a crew logo that represented their style of dancing and personalities. The leader of Artcrw approached me with lots of ideas and aesthetics they liked drawing influence from current street brand phenomenon such as Revenge. They also intended to use the logo on apparel.

SOLUTION:

Looking at the influences provided and studying their aesthetics, I was able to come up with a logo that was unique but also draws from the look of the fast fashion streetwear brands. The logo is grimy and messy, but also legible and symmetric. I also had to keep in mind how it would look on apparel, so a few mock up were made to reflect that.

Each crew member was also assigned a colour in their promo material, so the logo had to be versatile to allow multiple iterations of colours.