July '18

For the Business of Apparel Decorating

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18 || P R I N T W E A R J U LY 2 0 1 8 inspiration. You know we love working on black Ts as the color of choice in this genre. The pure psychology symbolizes power, fear, strength, aggression, and even death. We would use the names of fighting styles to define different points of Jiu-Jitsu, using a variety of font styles to define the spirit of each. The first of the three was Submission Hunter. This was for a fight- ing style so aggressive we pulled out all "wimpy" script fonts im- mediately. Using a bold font would be best because it was big and strong. We had the two words to keep separate yet read properly to- gether. Submission got the boldest style, while Hunter needed a dif- ferent feel. A bit more stealth but intimidating. Submission means to yield to a superior force. Broken concrete was the perfect texture and because the font was thick, it would still be legible with this effect. The original font had texture that was removed to not compete with the concrete that we layed over it. We opened the text in Photoshop for some of the finer rendering. Thanks to the web, we had access to hundreds of textured images and used four different concrete images to create the final art. Since Hunter has that weapon affiliation, we adjusted the letters H, N, and R to simulate blades. The symbol- ism really rang through. The text was originally set up in Illustrator where we added a metallic gradient in the blades to make them shine with a beveled edge. Blood red was added as a reflection and moved around in the design for more symbolism. The two type styles were brought together for separation. For the ease of set up, we kept the colors minimal to red, white, and gray. The gray plate was used to incorporate some of the grayscale of the concrete from the textures and for the illusion of recesses in the cracks of the pavement. FROM SOFTWARE TO SUBSTRATE Adding red on top and the highlight white on the edges gave dimension and popped on the black. Top: Two types of font were used to differentiate the words while main- taining cohesiveness. Above: We used a disoriented look that one might feel while compromised in a strangle hold position. Top: We added some layers of texture to knock out positive portions by using intersecting patterns and random distressing. Above: We chose a font that wasn't distressed enough, and while there was texture, we need- ed to open up the negative space to keep from filling in on press.

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