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 no-stretch fabric concept used in under armour football and rugby uniforms. the idea is to make players ‘ungrabbable’ by cutting stretch in the jersey and thereby limiting handholds for potential tacklers. i proposed a variety of options for a mark to call out armourgrid applications on labels and tags, with one ultimately ending up in use (albeit lightly modified):

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THE APPROVED MARK COMBINED ARMOUR FONT, THE PRIMARY BRAND TYPEFACE WE USE AT UA, WITH MY CUSTOMIZED “GRID” LETTERING.

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MY initial CONCEPTS used a font we call ‘business’ that ended up getting phased out for most purposes around this time. i also proposed an alternate set of letterforms that followed the same grid basis as the more chiseled option but with smooth curves.