FAT PAT
The Itinerary
FAT PAT, a local legend, required an identity and branding to push his legend beyond the local and increase his awareness (rather, other people’s awareness of him).
The Journey
Having known FAT PAT since birth, I needed no inspiration to begin. The first logo was simply his name written with a fat font. Since there isn’t a font suitably fat enough, a custom font was created by cutting pieces out of black squares. His budget was minimal, meaning if printed, the logo had to be black and white. Despite its simplicity, the logo is versatile enough to be colored and improved upon in the future.
The second logo is a simplified high contrast picture of FAT PAT wearing a FAT PAT shirt. An extra color, red, was added to distinguish his shirt.
The following logos are composites of the first two: the letters and the high contrast image of his face. Different layouts were tested before deciding on the final version.
The Destination
FAT PAT now has multiple logos and an identity that are used to promote himself with stickers and t-shirts. His legend is now being promoted everywhere he goes.