Logo branding system.

ICONOCLAST MENSWEAR. Iconoclast is a fictional menswear company that provides classic American style with a modern twist. The name comes from the idea of breaking away from long held traditional beliefs and practices. I used the letter “I” as a slab serif as the emblem because the silhouette resembled a Roman column. The details of the grooves in the center and the blemishes are there to drive home the idea of the old column. I also created a style book for brand implementation.