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Height is a sneaker brand, primarily specializing in men’s shoes. For the icon, I wanted to convey height itself. I ended up going with arrows pointing both up and down to show the verticality of height. The arrows also work to showcase an “H” in negative space. For the word-mark part of the overall logo, I wanted to use a stencil font to give a more military look, while keeping with an urban, trendy look. The choice of just a black color scheme would be to build a versatility of the arrow icon. The arrow icon can now be utilized to a greater effectiveness on the back of shoes. The verticality of the icon also requires that it be used in the same location on every shoe.