Conor Levey
Conor Levey
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ArmourGrid

a logo for a fabric story that kind of got used but maybe not but maybe but maybe not, who really knows around here man

armourgrid

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.

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Early concepts used Business, another brand font. Alternate curved type was also developed.

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Initial sketches featured a literal boxed grid, DROPPED for being too heavy-handed.

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After designing the mark, I expanded the idea into a full alphabet and number set.

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