Civvies Logo (RIP Concept)

This is a concept that was killed in favor of a more minimal approach. As I explained previously, the brand is for Civilians and Military members alike and it's meant to blend the two sides of life, pre and post military; To focus on the strength and skills servicemen can apply to life and work after the military. The icon shows 5 stars and stripes for the 5 branches of military. A strong fist holds a bolt of light night that divides the stripes and stars in half (pre and post life). The stripes curve to form a C. The client loves the look of Vintage Sports and Athletic apparel so this drew a lot of inspiration from those old marks. If we had moved forward with this idea I would have made the 5 stars consistent throughout and changed a few other things.