Brief: 231 Performance is a military outfitting company that has government contracts all around the world. They create high-grade clothing that has waterproof, Gortex, moisture-wicking, and flex-fabric options. They align themselves with their partner companies "DRIFIRE" and "Clime and Place". With two brands dominating their markets, they had to find a way to stand out. I was contacted to create a logo and a simple brand identity for the company. My contact didn't want an animal like the DRIFIRE logo and didn't want mountains like the Clime and Place logo but she still wanted imagery revolving around nature and the Upper Peninsula of Michigan, where she grew up.

After hundreds of different logo options, numerous meeting narrowing down the direction they wanted to go in, and weeks of back and forth emails, we finally came up with one that we were happy with that checked every single box. Scroll to the bottom of the page or click here to see the evolution of this logo.