Core Values
Purpose
Brotherhood
Brand Identity Concept
We set out to visually represent the brand values in a sophisticated, elegant yet striking way. The visual identity had to convey a bold, masculine, approachable, motivational and empathetic tone. The aesthetic also had to be distinct and timeless enough to wear proudly as apparel and merch after completing the program.
Nord is the primary typeface that reflects the brand’s confident personality with it’s structured, capitalized letterforms. Its name also represents “north.” alluding to the compass directions.
Naru is the secondary typeface that speaks to the welcoming, approachable nature of the brand, and contrasts Nord with its rounded letterforms.
Naru is the secondary typeface that speaks to the welcoming, approachable nature of the brand, and contrasts Nord with its rounded letterforms.
