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‍Project Overview

In today's culture, streetwear has evolved into much more than just a fashion trend. It has become a way for people to express their unique personalities, beliefs, and stories through their clothing choices. 

LEGIT FLEX is a streetwear clothing brand that fully embraces this idea and strives to create clothing that allows individuals to showcase what means the most to them. 


Our goal was to develop a visual identity that accurately represents the brand's values and mission. Through a collaborative process with the founder, we identified the key elements that the brand wanted to convey - confidence, self-expression, & solid beliefs - and developed a unique visual language that reflects those ideas.

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To capture the brand's key values of loudness, self-expression, and confidence, we utilized the negative space within the X shape to create an arrow design.  This visual element not only symbolizes the brand's forward momentum and desire to lead the streetwear design trends but also allows for the brand to express its unique personality.

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We have created secondary logos that highlight the hidden arrow/triangle and the sharp angles from the primary logo, allowing the brand to use these variations for different purposes while still being easily recognizable to its customers.

The combination of these logos creates a cohesive visual identity that is not only memorable and attention-grabbing but also perfectly communicates the brand's energy, attitude, and mission.

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