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Four Percent — Visual Identity
Worked on the visual direction for Four Percent, creating a bold and modern identity inspired by American innovation. The project included the logo system, typography, graphic elements, apparel applications, and overall art direction.
Great work 👍
thanks
Building the identity around American innovation gives the whole system a story to lean on. The brand guidelines piece is the most important part here, it is what keeps bold work consistent.
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This collection brings together commissioned projects, unused concepts, and exploratory directions across technology, AI, finance, sports, retail, and other industries.
The work explores geometric symbols, custom typography, monograms, and abstract forms, with a focus on clarity, distinction, and strong visual character.
Selected marks are available for acquisition.
For licensing, customization, or brand identity inquiries, feel free to get in touch.
Holding the whole volume to one hot orange on charcoal makes the marks easy to compare, and the Otima symbol stacking a gate shape over the wordmark is my favorite of the set.
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