ArmourGrid is a non-stretch fabric technology in Under Armour football and rugby uniforms. The idea is to make players ‘ungrabbable’ because no stretch means no handholds. I built a mark for tags and labels to call out the technology on garments that use it.
The approved mark combined Armour, UA's primary brand font, with custom lettering.
Early concepts used Business, another brand font. Alternate curved type was also developed.
Initial sketches featured a literal boxed grid, DROPPED for being too heavy-handed.
After designing the mark, I expanded the idea into a full alphabet and number set.