UNDERDOGS® is a brand focused on the street life style. the formation is a product on different influences by cultures of hib hop, skatebourding, metal and punk. The brand designs some products such as streetwear, skateboards and beanies
We have developed the concept of a visual language and corporate identity that corresponds to the brand's direction. The identity is used both for external brand communications and for product design.
Identity concept
The idea was to create a brand represent the Street youth culture and giving them the chance to express their style, rhythm about life. And trying to simulate their feelings such as victory, loss, aggression, vitality and perseverance, Trying to free their bonds that bind them to their unique and emotional feeling. All of these feelings are reflected in the brand's identity that is bold, loud, emotional, and eye-catching
Logo concept
The logomark is the main element of the style that sets the value for all graphics. It is made in the shape of a dog. This symbolizes the brand name, as well as the feelings of the Underdogs that drive them to try again and again until they reach their goal. This is an emotion of anger, conflict and perseverance.
There are two versions of the main logo. The first is to use the logomark to replace the letter, and the second is the letter to replace the mark. They can also be combined together.
