The New Superfex Brand

With a contemporary new website on the way, I felt it necessary to simultaneously revamp the Superfex brand identity.

The new identity and website marks a turning point in my career as I transition from not only being know as an illustrator but as a multi-disciplinary creative. I needed an identity that reflected the same vision as the website. Something simplistic, modern and professional whilst still evoking that outdoorsy, midwestern style I'm so drawn to.

Up until now, my past logos have always had a strong visual connection to character design and though that is something I still pursue from time to time, it's not my entire focus. The new logo needed to appear more sophisticated, blend harmoniously with imagery but also have playful and adventurous qualities.

I started collecting American memorabilia over a year ago and have taken particular interest in old felt pennant flags. I love the diversity of the hand lettering, the faded colour palettes and the vintage illustrations. Seeing how each artist has interpreted, what is essentially a pretty unusual space, completely fascinates me and so this provided me with the inspiration for the new logo.

I still have some way to go in terms of rolling out the new identity and creating all the assets that make Superfex tick over like a well oiled machine but I'm so stoked with where it's at right now. I have no doubt that the combined aesthetic of the logo, website and work itself will form a springboard for what's to come in the future and I'm excited to see where it takes me.


If you are in need of assistance with creating a logo or brand identity, I can help you with that.