BRANDING•DIRECTION•DESIGN
Adobe
Apparel
Planepat
- US Air Force Inspired -
Location
New York | NY, NY
Brief
Create branding, logo, and a cohesive creative direction for a New York-based streetwear label inspired by the USAF. The brand seamlessly blends the raw, gritty aesthetic of NYC street culture with the precision, functionality, and legacy of military design. Drawing from the Air Force’s iconic visuals, the branding takes cues from aircraft stencils, pilot insignias, and utilitarian details, merging them with a modern, urban edge.
Tools
Hand-Rendered and Adobe Illustrator
Planepat is a New York based streetwear clothing label who wanted to use aviation as their central branding concept. Based in New York Planepat
I was tasked with creating an identity for them which they had not used before. The previous iteration had used a very obvious mark of a plane in various different styles but I preferred to offer a more unique twist on the concept of flight with relation to what the brand was all about. I took the fighter plane insignia in relation to the triangle and went with the concept of thrust.
“...We combine a United Air Force aesthetic with the streets of New York to create something truly unique...
Sketchbook
Stage
I asked the client to come up with a list of keywords which would crystallise the brand and how the wanted the brand to be perceived by their audience and the public at large.
From that point it was a matter of exploring the cues discovered through brainstorming session and finding what worked and hat didn’t and building upon what worked and casting side what did not work. I then focussed on the airplane air force insignia.
Apparel
Designs
Along with the usual approach of using the brand as the basis for some apparel designs.
These were carries into paper tote bags along with beanie hats but also made use of some of the unselected logo concepts as apparel print motifs.
Sweatshirt jersey with the Planepat logo screenprinted on top. This is a pretty standard aporach as it advertises the brand to passers by.
Using the other design concepts worked well as t-shirt logo ideas so none of the effort in creating those went to waste.
Beanie hat were also looked at. this design utilised a patch over which the Planepat logo was embossed and printed.
Shopping bag with the logo printed onto top. I felt this worked well with the brown paper bag.