KILLING GRAVITY LLC
Branding / Art Direction
Killing Gravity or "KG" is an extreme athletic clothing line based in Grand Rapids, Michigan. There tag-line is "Super Human Athletic Gear." Created by "Athletes For Athletes", no matter what sport you play whether it's Soccer, Tennis, Football, Baseball, Basketball, Softball, Lacrosse, Volleyball, Weight Training, Biking, Snowboarding, Skiing, Hiking etc.....you are all overcoming obstacles and Killing Gravity.
Being that this is an extreme athletic clothing line I wanted the Killing Gravity logo to be "EXTREME". When I first read the name "Killing Gravity" I immediately thought about the force of gravity in the universe and I had the concept and theory to use the initials KG in the shape of a planet. Drawing inspiration from the Nike logo and Badger logo (which are both athletic clothing line logos) I went to the drawing board and drew many different variations. I had the idea in my head of how I wanted it to look, but to execute it properly was a challenge because I needed to get the "flow" right with the letters. In the end I finalized 2 concepts which the owners of Killing Gravity couldn't decide on, and so they took both logos to a convention in Grand Rapids and had people vote on which one they liked the best. The winner ended up being the final Killing Gravity logo.