Client: Gotham Archery
Project: Design branding, signage, posters and t-shirts.
My Role: With global ambitions, Gotham Archery needed a branding system that could expand with them. I delivered a classic shape with concentric circles, reminiscent of the famed London Underground roundel designed by Edward Johnston, wrapped around the colors used in targets at the range. This iconography can't be the only device though, as in archery competitions, attire with any sort of target printed on it is verboten. So the flexibility to pull out the colors and shapes and deconstruct these elements for use in a wide array of media as needed was an absolute necessity.