The wordmark uses an elegant classical serif typeface, referencing the typography traditionally associated with museums and cultural institutions. The refined typography contrasts with the aggressive guardian imagery, reinforcing the idea that beneath a calm exterior there can...
Luma is built around the idea of “A place where you can completely let go.”
The iconmark depicts a sleeping cat stretched across a curved form. The cat represents comfort, trust, warmth and relaxation, while its completely relaxed posture communicates the feeling of being so...
My thought process was how can I use halftone for any brand's visual identity, because the effect is so grunge, but found the perfect brand to match the grunginess.
Chrome Hearts is luxury for outliers & rebels. The whole brand's concept is unapologetic and to be rare.