SVD Brand Identity Design

SVD — Brand Identity Design

Client: SVD (Saved) Service: Visual Identity, Art Direction, Merch Design Role: Brand Identity Designer Year: 2025

Overview

SVD is a contemporary, faith-driven streetwear and lifestyle brand rooted in Christian values. Their mission is to boldly share the gospel through fashion and visual storytelling that speaks to a new generation—unapologetically and unashamed.

SVD approached me to develop a brand identity that would reflect their foundational belief: “I’m not ashamed of the Gospel.” They needed a design system that was minimal yet powerful - one that could resonate with both believers and seekers through culturally relevant and visually strong elements.

The Challenge

How do you create a visual identity that feels modern and fashionable while maintaining a strong spiritual foundation?

The client needed:

A clean yet bold logo system

A flexible color palette for digital and physical products

Merch applications (hoodies, tees, hats, etc.)

Social media and poster layouts

A type system that is both expressive and functional

Visual language that connects to Gen Z and Millennial Christians

Concept & Direction

We grounded the identity in contrast, light vs dark, bold vs minimal - mirroring the tension and harmony between the sacred and the cultural. The tone is unapologetic, clear, and direct.

The brand icon subtly incorporates an upward-leaning apostrophe or accent, symbolizing elevation, spiritual growth, and upward living. Typography choice (Satoshi) delivers clarity and confidence.

Identity System

Logo: A strong wordmark accompanied by a rising accent element (SVD`), symbolizing resurrection and forward motion.

Typography: Satoshi type family in varying weights offers strong readability and graphic punch.

Color Palette: Monochrome base (Black, White, Grey) with room to expand into seasonal or capsule-specific tones.

Tagline: “Blood Saved.” A central message in the brand’s identity—used across designs and garments.

Voice: Clear. Direct. Gospel-centered. Often using scripture or paraphrased truth (e.g., “Let your ‘Yes’ be ‘Yes’ and your ‘No’, ‘No’”).

Outcome

SVD now has a bold, adaptable identity system that empowers them to launch their first drop and grow a community around fashion, faith, and purpose. The identity is not just a look, but it’s a lifestyle and a declaration.