Terence Crawford
Branding
GOAL
Create apparel that caters to both the mid and high end, works for both athletic and streetware, work for more than just the sport of boxing, and incorporates interesting on-trend design.
What's in a name?
His new mark needed to tell a story and be authentic. The logo needed to represent the four things he made clear that were important to his career: overcoming adversity, family, love for the sport, and not forgetting where he came from. After our workshops, we realized that he is the walking definition of the “American Dream.” Not only is he fighting with Omaha behind him, but America. Terence represents this country on a global stage, matching up against boxers from all over the world. We couldn’t think of anything more symbolic of America than the flag. We created Terence’s very own flag, inspired by the American Flag that represents him and everything he fights for. He quite literally makes up the flag as his initals, “T, B, C,” are intertwined.
The American Dream
Noun Phrase
:a happy way of living that is thought of by many Americans as something that can be achieved by anyone in the U.S. especially by working hard and becoming successful.
