✦ Karthi presents · Classic 01 ✦
Today
Activewear for people who are done waiting. An identity built on one idea: moving point to point.
- Role
- Brand identity designer
- Industry
- Fashion and activewear
- Scope
- Symbol, wordmark, colour, type, icons, campaign imagery
- Year
- 2021
Everyone has something they keep meaning to start. Today needed an identity with energy, built for starting now rather than someday.
One idea, moving point to point, drawn as a symbol that becomes the “o” in the wordmark. One signal orange, and a black-and-white world caught mid-stride.
A wordmark and symbol, a colour and type system, an icon set and campaign imagery.
Point to point.
A marathon in six months, a habit, a new project: the brand is about starting it today. The symbol is a line between two points, the shortest move from where you are to where you want to be.
Dropped into the wordmark, it becomes the “o”. The idea is visible every time the name is written.
Black, grey, one signal.
Black and grey hold the world. A single orange is the signal: used sparingly, so it always means go.
Poppins, and a set of friendly icons.
Poppins gives the brand a clean, geometric voice that works from a hang tag to a billboard. The icon set uses the same rounded line.
Almost before we knew it, we had left the ground.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz 0123456789
Caught mid-stride.
A monochrome photographic world, always in motion, with the orange line running through it.
Today.
2021.