Client: The Apparel Industry Board, Inc., for Made in Chicago (MIC)
Brief: Create brand identity concept for a city-wide symbol that the apparel industry of Chicago could use. This logo served to unite the city's diverse apparel entrepreneurs under one brand and create recognition for products that were made "local."
Challenge: Creating a logo that would properly represent the vast diversity of apparel entrepreneurs in Chicago. Dozens of ethnicities, sexual orientations, and regional affiliations, each fiercely proud, made choosing an aesthetic quite challenging.
Solution: Focusing on the essence of the city as inspiration for the MIC logo, through market research. Midwest pride. Grass roots. Hardy. Neither NYC nor LA and proud of it. The brand went through numerous stages of revisions, eventually settling on a more high fashion aesthetic than colorful and home-grown.