Cure Apparel is an independent clothing brand that focuses on raising awareness and support for diabetes research. Created by Kelly Kiernan after he was diagnosed with Type 1 Diabetes, his intention was to use the clothing as a means to connect with young people who appreciate art, music, and activism. Upon completion of an initial t-shirt design, Kelly asked Go Media to help develop his brand and get recognition for his clothing line. This included developing a strong identity for his company. It needed to be versatile and representative of the message behind Cure Apparel’s clothing while appealing to the youthful demographic that our client wanted to attract.<\p>

After some contemplation, Kelly made the decision to simplify his brand name from Find the Cure Clothing to Cure Apparel. Using the new name, we developed three concept sketches for the logotype. Of the three, Kelly chose a custom type treatment with the feeling of a heavy brush script that was youthful and approachable. We then further developed and refined the initial design.

The finalized logotype contained a bright red drop of blood which symbolized the need for daily blood glucose monitoring and insulin injections for those affected by the disease. We felt a single drop of blood would be a memorable icon that was capable of representing the brand when removed from the logotype. Our client intended to use the drop as a secondary mark on apparel, packaging, hem tags, and various other materials.

The combination of elements in the logotype achieved the exact look Kelly wanted, so the identity required little revision. As a result, the project was finished under budget and the remaining balance was used to develop a series of logo based t-shirt designs that would serve as the base for Cure’s initial line.