ANDY + BAX BRAND IDENTITY
A privately-owned sporting goods store located in southeast Portland and known for its abundant amount of military surplus gear, rafting, and outdoor recreation, Andy + Bax has you covered when it comes to surviving the great outdoors. The target audience is anyone associated with the military, people who enjoy hunting and fishing, people who raft, camp, hike, or seek adventure.
The two halves of the triangular logo represent the two types of merchandise—new and used—offered at the store. Unified together, the used gear is of equal quality as the new gear. Andy + Bax cares for the safety of their customers and only sells used gear that measures up to their safety standards. The logo and typeface are stencils; this medium references the military ties in the brand while also being easily applicable to used merchandise. The logo icons represent the three departments within the store: Camping Supplies, Military Surplus, and Rafting Supplies. They are used for in-store signage and wayfinding and are main components of the brand. The secondary logo is a lockup with the stencil Andy + Bax with the supporting icons. This lockup is square shaped and can be used in place of the triangular logo depending on the context.