Project Objectives

Project objective header

Creating an identity that represented the company's values

Project objective header

Creating a visual approach that looked professional but exciting

Project objective header

Applying an identity to a cohesive collateral system

Project header image for BRAVOR.

I co-created and co-founded BRAVOR (pronounced "BRAY-VER") in Addison, TX, as a creative outlet with a friend and a fellow designer in September 2010.

“...we learned a ton about being entrepreneurs and managing clients, balancing our personal and business lives, when to incorporate personal approaches to business and when to not...”

BRAVOR was a passion project that aimed to combine our love for great design with our insatiable desire for adventure and exploration. While we eventually laid the endeavor to rest, we learned a ton about being entrepreneurs and managing clients, balancing our personal and business lives, when to incorporate personal approaches to business and when to not, and much more.

Creating an identity for BRAVOR

When we decided to go into business with each other, we were both pretty unsatisfied with where our careers were going and sought to create a two-person collective that focused on solid products for other small companies and what made us feel alive: travel and giving back. We needed a logomark that represented the both of us but also captured the essence of BRAVOR.

BRAVOR logo on white.
BRAVOR logo in the passionate magenta on white.

About the symbol

The abstract symbol is a simplified depiction of a mountain peak and the sky, which represent both founders' astrological signs—Virgo (earth sign) and Aquarius (air sign). While we didn't necessarily believe in astrology, we found that each sign characterized our personalities and roles in the company pretty well. I was the organized and "down to earth" one; he was the gregarious and "go with the flow" one.

The abstract symbol lends its structure from the Taoist yin-yang symbol:

“In Chinese philosophy, yin and yang (also, yin-yang or yin yang) describes how apparently opposite or contrary forces are actually complementary, interconnected, and interdependent in the natural world, and how they give rise to each other as they interrelate to one another.” — Wikipedia

About the typeface

I employed a thicker cut of Avant Garde to complement the symbol. In the end, we modified the logotype so that the "A" character existed without support of the bar to match the "V" character, essentially mimicking the symbol.

About the color

Our studio was in an apartment building in Addison Circle and barely had any decor aside from an over-sized leather sectional and a modern glass table with a magenta glass vase and a matching accent wall. I initially didn't think the magenta wall was a good idea, but as a color representing ambition and being bold (and brave) in BRAVOR's identity, it was a solid choice.

Animated knockout of BRAVOR logo.