Bluem Visual Identity

Bluem approached me looking for a rebrand for their existing clothing line. They are making a big switch-up from streetwear to more of an activewear vibe. I approached this logo with a few verbs in mind: motion, action, and progression. The logo approach was extremely rewarding, the identity reflects the motion of a runner, and works as a standalone icon for the brands Bluem name. The rest of the identity followed suit with a nature and active feel. Cannot wait to see how Bluem uses this identity!