Working collaboratively with the BLM team we defined a new brand strategy for the organization behind a movement that already resonated with so many – moving forward from the symbolism of past movements while still remaining visually tied to that powerful lineage. Throughout the process we explored a number of inspirations, concepts and ideas.
The brand system we landed on centers around a monogram icon that uses interlocking letterforms as a nod to our collective unity and strength together. Each letter is made up of 3 lines that are used as a graphic element and a tool for emphasis on collateral.
Additionally, I created badges that can be used as a secondary logo on merchandise and to identify different chapters within the organization.
Since working on the re-brand, the Black Lives Matter team has expanded on the identity and used it in new and creative ways.
Here are a couple of examples including: A t-shirt design incorporating the three lines as racing stripes, social media designs that make reference to our past, present and future, and a collaboration with Telfar Clemens, the CDFA/Vogue Fashion Award winning designer.