Image

    Loaded

    Typography

    Loaded promotes itself as New Zealand’s premier street fashion and sneaker store and has two stores in Auckland, High Street Central City and their Newmarket branch on Broadway. I was working at Switch Design when Loaded opened their first High Street store and was given the opportunity to redesign their logo.

    Their existing logo was a stylised view of the cylinders of a loaded gun, which they wanted to move away from. The look and feel of the new logo needed to have a ‘street’ feel and credibility about it, but also needed to be legible and have a look that wasn’t going to date in five minutes. The character forms of the final wordmark are all hand cut and based on the letter ‘O’ which was a legacy concept from the cylinder barrels from the previous logo. The final colour choice in keeping with the loaded gun theme was metal grey on gunmetal khaki.

    Project Title:
    Loaded
    Project Category:
    Typography
    Project Client:
    Loaded Streetware