Moots - a casual headwear company originating from the English countryside.
Moots wanted a logomark which would hold strong across a range of apparel and eventually become an iconic symbol in the clothing landscape. The brand needed to reflect heritage, feel playful, and hold a sense of intrigue.
Black & White
Inspired by two quintessentially English countryside animals – the cow and the border collie – I chose a simple black and white theme to illustrate an eye patch, alluding to the double “o” in Moots. The icon also serves to portray the gentle adventure of the countryside without feeling too rugged.
Coupled with perhaps the most iconic English font ever created, the brand oozes heritage. This quirky, yet relatable typography contrasts well with the playfulness of the logo mark.