The result was a brand identity that features a customized wordmark with a unique simplicity where the letters of the name ‘gravity’ are all linked. In addition, a stylized ‘G’ icon was established to deepen the brand and work as an element that could be applied to clothing tags and debossed onto zippers. The red and black colour palette was selected to have the broadest appeal knowing that boys will not associate with any brands that feel remotely feminine, and that girls are much more accepting of masculine colours. Overall, the brand projects the cool character of a ‘surf’ brand with mainstream unisex appeal.
