Logo
Spicy was built in Chicago. So we knew looked at chicagoland imagery and brands from the start. The brand traits of heritage and quality also inspired our sketching process. Giving us the room to explore a range of looks for the brand.
After a lot of exploration, we knew we wanted a stylized wordmark to set the tone. The resulting custom blackletter font forms the spicy part of the spicy brand. Giving it an attitude, but with roots in tradition and quality.
The S of the wordmark serves as a flexible symbol for the brand. Allowing scaleability and giving us room to experiment with badge layouts and more custom apparel designs. It also just looks great embroidered.
Color Palette
The golf apparel brands in our competitive analysis lived in a sea of black and white, so the world of color was relatively open to us. We wanted a palette that fit the name, without being too "on-the-head". The custom red we chose leans towards violet on the wheel, making it much more friendly and inviting. When paired with the blue and khaki, it can look classy and premium as well.
