Legacy Father is a program and resource for men to learn how to be better and to create a legacy in their loved ones lives.

The goal for this brand design is to attract a male audience of just about any age. The purpose of Legacy Father is to teach men of all ages to be better fathers and men in general; to lead the next generation and leave a lasting, positive legacy.

So whether it's a younger audience, older, or anything in between - we wanted to create a brand that felt relatable, comfortable, accepting and masculine.

The brand as an overall vintage tone, but is combined with modern and clean imagery to strike a balance. It has a vintage and retro quality to it, which most of the target generation can relate to. But it also has a modern flavor to it that keeps it current.

It was important to me that this didn't end up looking like a "typical" men's brand. I didn't want it to get lost in the sea of cheesy beer belly dad jokes. We kept it masculine and bold, but refined.

When creating a logo, I want it to be scalable so it looks good when displayed large or small. For Legacy Father, I created the lantern icon based on a vintage and retro style lantern. It feels nostalgic, but it's also symbolic of a thing that can be passed from one person to another - just like the values taught in the Legacy Father program.

The logo itself is both meaningful and functional.

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 interested in expanding their offering with inspiring apparel and products that help men to stay on track with goals.