Apostroph' is an idea for a luxury sports fashion brand logo/identity, based on the symbol of apostrophe.
The apostrophe stands for something special, something emphasized and accentuated; according to the desire of high-end customers to be genuine.
The brand would be built around the uniqueness of its customers. The selling line ''I'M'' is deliberately left unfinished, leaving an infinite number of possibilities: I'm sexy, I'm fabulous, I'm prime, I'm me... Whatever the customer imagines or identifies with.
Also, we imagined an attractive Jeff Koons style sculpture of the logo, which would stand in the center of every Apostroph' store.
