Legacy Father is a program and resource designed to help men of all ages become better fathers and leave a lasting, positive legacy for their loved ones. The brand needed to resonate with a diverse male audience - young, older, or anywhere in between, while feeling relatable, approachable, and authentically masculine.

To achieve this, we developed a visual identity that balances vintage and retro influences with modern, clean imagery. The vintage tone connects with the target audience through familiarity and nostalgia, while contemporary elements keep the brand current and engaging.

It was important to avoid clichés or overly stereotypical “men’s brand” tropes. The design maintains a bold, masculine presence, yet feels refined and thoughtful, standing out in a space often dominated by humor-driven, generic branding. The result is a distinctive identity that reflects strength, leadership, and the enduring values of the Legacy Father mission.

When designing the Legacy Father logo, scalability and versatility were key priorities to ensure it works across both large and small applications. The lantern icon draws inspiration from vintage and retro styles, evoking a sense of nostalgia while symbolizing values that can be passed down, mirroring the mission of the Legacy Father program.

The resulting logo is both meaningful and functional, combining thoughtful symbolism with practical design that performs across a variety of brand touchpoints.

Retro, Nostalgic, Clean and Timeless

As noted below, the colors chosen are inspired by fond memories, fabric, textures and have a generally nostalgic feel. They're timeless, lasting colors that won't go "out of style".

The imagery we chose is meant to be inspiring and encourages the viewer to take action.

Using words like...

Inspiring

Action Oriented

Focused

Will help to keep the brand consistent when choosing images to display.

Here are a few examples of merch we created. Legacy Father is planning to expand their offering with inspiring apparel and products that help men to stay on track with goals.