LEGENDS

Legends was a name on the rise in the apparel industry. With a Lululemon meets Supreme aesthetic, quality product construction, and a roster of owners, wearers, and collaborators including hip-hop superstar Quavo, NBA MVP Steve Nash, and other cultural heavyweights, Legends had all the makings of a sleeping giant. What was missing was a clear direction for the future — Legends had spent the first three years of its existence pursuing all avenues of partnership, product, and growth. In doing so, their brand had become too vast. It was time to create some clarity so Legends could continue to scale and better harness their direct line into the veins of culture.

To create cohesion a new typographic system was introduced that established a timeless and editorial feel. We wanted the system to be expressive while also clarifying and simplifying the current brand. In order to do so, clear typographic guidelines were developed to define when to exercise visual restraint and when to craft edgier moments. Signatures of brand ambassadors and athletes were introduced to personalize the identity with a storytelling element distinct to Legends.