Logo and Apparel – AfterAfterHours SF

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Logo for promotion group, AfterAfterHours SF. This project presented an interesting challenge: I had to create a square logo (for easy avatar use), and somehow use a repeating word without looking… repetitive! AfterAfterHours SF is an organization that specializes in events that happen much later than normal. Whenever one says the name, the emphasis is always on the first “After.” I decided to capitalize on this. By enlarging and shifting the first word, this logo communicates that the event is truly after hours—so much so, that the word got pushed out of the square, and the “R” is cut off.

The T-shirt has become a huge hit and is already in its second run of printing. I’ve bumped into strangers wearing it several times!

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