This is a rebranding project for a chosen brand, Urban Outfitters. I connected the brand’s youthful energy with its rich heritage. Drawing inspiration from the varsity tees often worn by college students, I created a custom typeface called "Varsity" and redesigned the logo using it. The result blends a sense of vintage history with a modern aesthetic, reflecting both the brand's legacy and its appeal to a younger audience. I also introduced a vivid blue as the brand color to further emphasize youthful energy. Inspired by the bold strokes and structure of the Varsity typeface, I developed a stroke-frame system as a key element of the brand’s visual identity.
