The key to an effective branding system is consistency of emotional cues across all of the applications. In the case of Relaxed Fit, the target response should elicit feelings of unpretentious comfort, distinguished boldness and honesty. Manifesting those feelings begins with the choice of typeface. A well-designed typeface frames written content with character and personality. For Relaxed Fit, my exploration of various font families led to modern, bold, sans serif fonts; Ultimately, arriving at Gotham Bold.

Although typefaces already have character and personality, specific qualities can be emphasized through logo treatments. Widening the kerning and modifying the letter ‘a’ in ‘Relaxed’ produced a logotype that is comfortable and bold at the same time.

The logotype is a central component of the brand system, but it is useful to have more versatile elements for less conventional applications as well. For example, an effective logomark can be used individually as a subtle callout to the brand or as a pattern to add visual texture and interest. Symbols can have an informational advantage over words by creating quick brand associations.

To compound the visual effects of branded elements, color has a strong influence on brand perception. As such, my color exploration resulted in a noble teal as the primary hue, paired with a golden orange and cream off-white accents.