The goal of this project was to create an eye-catching brand identity for an outdoor apparel company called Sawtooth. This brand had to capture the excitement of the outdoors, while maintaining a level of stability and versatility that could be used across a wide range of products and media.
With a name like Sawtooth, it was clear the brand needed to be exciting and strong. Starting with research, I compiled moodboards to help define the look and feel, identifying competitor brands and positioning Sawtooth as a rebellious, but timeless brand within the industry.
The next step was to find a logo that could capture this rebelliousness without narrowing the target market. In the final logo, diagonal crossbars and terminals add excitement, while symmetry, and round, bracketed serifs maintain a feeling of approachability. This was a balance that also had to be maintained throughout the rest of the visual identity as well.
The resulting brand is powerful, eye-catching and versatile, tying together bright colors, bold fonts, and simple layouts to create a brand that can appeal to anyone from casual campers, to true outdoor enthusiasts.