Erik Hernandez
Type studies on paper, the SHUGO letters stacked in blue, black, and red with a slashed O, alphabet specimens, and STRO and SIX lockups.
The SHUGO wordmark in white on grey and in grey on white over its construction grid.
Our Logo page, the SHUGO wordmark beside a short text on its name, the Japanese for warrior and protector.
Clear space for the wordmark, with a construction grid and circles marking the space kept free around it.
The logo mark, a heavy circle with a horizontal bar, beside notes on what it stands for, including Marcus Stroman's number 0 and the pitcher's mound seen from above.
Clear space for the logo mark, set inside a construction grid.
Brand palette of four colors, Sweet Mint, Nardo Gray, Zen Gray, and Rose Gold, each with color values and a short description.
Typography system in ITC Avant Garde Pro, with headline, secondary headline, and body copy weights.
Typography style details, with a sample headline reading The Simple SHUGO Mission above body copy.
The identity applied to social media, a phone showing a SHUGO Instagram post beside a grid of product, lookbook, and campaign posts.
The identity applied to web, lookbook pages for SHUGO Origins and SHUGO Zero beside a laptop showing the SHUGO online store.

Brief

Marcus Stroman asked us to build SHUGO, a luxury baseball footwear and apparel brand, from the ground up. The identity had to carry his story and sit as comfortably in fashion as on the field.

Process

Research came first, with mood boards for the brand’s look and feel, its color, and its DNA, from subdued luxury to timeless sport. Type studies then explored letterforms and lockups for the name, which comes from the Japanese for warrior and protector. The wordmark’s slashed O became the logo mark, a nod to Stroman’s number 0 and to the pitcher’s mound seen from above. Guidelines set clear space, a color palette, and a type system, then carried the identity into social, lookbook, and web.