Posts Tagged ‘Branding & Identities’

Fordham Fashion Law Institute

Posted on: August 13th, 2010 by John J. Custer No Comments

The brief was simple and straightforward: Create a graphical, forced connection of the of law and fashion worlds—a classic Pentagram mark.


* PRINT 31st Regional Design Annual
* Communication Arts: Design Annual 52
* Featured on Pentagram’s website

Q Clothier

Posted on: April 15th, 2013 by John J. Custer No Comments

A killed identity for a Dallas-based boutique that specializes in custom and ready-made menswear. The seemingly simple lettermark appears to be made of a single woven thread, while the rest of the identity bears the distinctive details of a well-made garment. A fine square grid is used as a background texture, speaking to the precision required in custom tailoring.


Posted on: March 14th, 2014 by John J. Custer No Comments

During the 2013 summer the newly established, Portland based, digital studio, Flavor, reach out to me with a simple request, “We need a mark.”


Several months later a wordmark was created along with a “Flavor Flav” typeface. The mono-military-like font was inspired from a single conceptual idea: “What typeface would a 21st typewriter use?” From this idea strong letter forms where created to illustrate the bluntness of Flavors projects while the delicate and playful color palette was selected to reflect the care and joy they bring to each clients specific needs.


You can see the identities use Flavors newly released website:


Posted on: February 13th, 2012 by John J. Custer No Comments

While working with the crazy crew at COLLINS: I was able to be apart of a large scale rebrand for Optimum Cable. A massive, blunt, and honest rebrand where the name was elevated and used as a verb an active device that is set in A2 Types Regular typeface for the wordmark.

Broadway Showchoir Connect

Posted on: June 6th, 2013 by John J. Custer No Comments

BSC is an educational showchoir program run by Broadway performer and choreographer, Chris Spaulding. The program utilizes Spaulding’s connections and friends within the Broadway community to connect with both public and private schools, along with various educational institutions. An ownable brand look and proper web presence had yet to be established for the company in the five years since it opened its doors.


A modular and stackable wordmark was created to alleviate the “long name syndrome,” along with a shorted monogram for informal use. A bespoke typeface inspired by the original BSC mark—a hybrid of the 1975 musical “A Chorus Line,” and the neon signs and lights of turn-of-the-Century Broadway—was created, and is also used for patterns and ancillary graphics throughout the brand.



Google Creative Lab

Posted on: July 30th, 2013 by John J. Custer No Comments

During the Spring and Fall of 2013, I was part of two large-scale and over-the-top secretive projects at the Google Creative Lab.


The first project involved joining a small team on a large-scale branding project which included consulting, conceptualizing, and executing a logo, color palette, illustrative style, and language for applications ranging from large format print to pixel-perfect digital bugs. The second project involved the Google Glass team, where I collaborated directly with design leads on product design for a program that will alter the way we “Google.”



Nike Livestrong Fixed-Gear

Posted on: July 25th, 2009 by John J. Custer No Comments

A self-initiated side project of creating a fixed-gear bike to pay tribute to Lance Armstrong became an internal Nike project within five days. Greg Leedy, the art director for Livestrong, asked us to use the fixed-gear bike as a display for Livestrong’s prototype pedals and footwear at an internal meeting with Nike executives. This led to the branding and development of the “Razor” fixed-gear bike along with a business plan that could be used as a platform to bring both Nike and the pedal into the urban bike market. After five sleepless days, this is what we created.

Nike 10

Posted on: August 26th, 2009 by John J. Custer No Comments

To maintain the relevance of the Nike internship brand, the “Nike Adrenaline Internship Program” name was dropped, and the simpler name of “10” (a.k.a. Nike 10) was adopted. The new moniker breaks language barriers across the world, allowing the internship to truly be “global” while remaining affiliate-specific with connotations such as “Top 10 Billboard” (Converse), “Hang 10” (Hurley), “Perfect 10” (Cole Haan), etc. Along with numbers being fundamentally sports-related (scores, times, etc.) the icing on top of this rename is that the internship is a 10-week commitment, and the inaugural year of the rebrand would have been Summer 2010.


The development of the brand visuals balances the heritage of Nike and sport with a simple typographic treatment that takes cues from the running track (where Nike began), the ’68 Olympics, and BRS (Blue Ribbon Sports)—which was the original name of Nike.


“If you have a body, you’re an athlete.” –Bill Bowerman (Nike Co-Founder)

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W+K NYC Illustrations

Posted on: April 21st, 2011 by John J. Custer No Comments

Internal branding and illustrations done for Wieden+Kennedy NYC.


Posted on: July 21st, 2011 by John J. Custer No Comments

Branding and collateral were created for the Kyoto-inspired timepiece boutique, Dedegumo. The entire space was created by JPDA in Brooklyn, and provides a beautifully contemporary environment that pays homage to classic Japanese architectural materials and style by adapting a regional vocabulary of fine wood carpentry, rough stone, and hand-forged metals. The branding materials support this aesthetic with the raw texture of chipboard, embossed branding materials, and dyed wraps. I wish I got a free watch.


Posted on: August 16th, 2013 by John J. Custer No Comments

When AFOG’s initial name and mark (FOG) came under legal scrutiny, I was asked to help them create and update their mark with the new name. With that, I cleaned up the dysfunctional mark and gave it a respectable aesthetic.


A website is coming down the pipeline.

Nike Unknown

Posted on: September 13th, 2009 by John J. Custer No Comments

While working at Nike, I was part of several large-scale branding projects that came out of the Nike Innovation Kitchen. This one in particular will never see the light of day, but I swear it’s freakin’ sweet.