Role:

Creative Direction, Logo Design

Client:

Random Citizens

Year:

2010 - 2015

Project:

Random Citizens was born as a collection of recently college-graduated musicians and creatives from Southern California. As the collective took form, founder and frontman Marvel The Gr8 needed a symbol to represent the band—and brand. A symbol to communicate his vision of a diverse yet inclusive group whose definition of 'cool' bucked popular trends but found solidarity in each other's uniqueness. With that in mind, Marvel and I conceived the "THE GUY"—the man from crosswalk signs seen at nearly every intersection, only with a backwards baseball cap. The logo represents the commonality the group shared as citizens while still walking to the beat of their own drum—using the backwards hat to symbolize the uniqueness any citizen can have.

"THE GUY" was printed on hats, sweaters, t-shirts, and stickers that can still be seen peppering the Greater Los Angeles and other major cities across the U.S.A.

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