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Clothe is an urban clothing company. Clothe can be read as “clothe” or “cloth”. By making the “E” of the brandmark different, I was able to establish a fleshed out color scheme for this logo, as well as create an icon that can be used throughout the branding. I wanted to create a rough painted look and feel for the company, by doing this, I think I’ve achieved something that looks trendy and approachable. In a similar way to the “E” the underline that is used in this wordmark could be used to throughout further branding to emphasize sales or new styles.