Client
ZFG (Zero Fucks Given)
Projects
Strategic Brand Identity
Logo Design
Social Media Management
Web Design
Merchandise Design
ZFG is a bold lifestyle brand created to challenge norms, push limits, and unapologetically speak its mind. Built from the ground up, the brand was envisioned as a future heavyweight in the apparel space; think the rebellious cousin of Life is Good. With a focus on adventurous, outspoken individuals who live by their own rules, the tone of ZFG is edgy, direct, and unfiltered.
I led the entire creative direction for ZFG, developing the logo, brand identity, web design, social presence, and merchandise. The badge-style logo was built to flex, subtle enough to appear on tags or patches, but strong enough to stand on its own. The brand design balances raw attitude with everyday wearability, using bold visuals and confident messaging to connect with those who aren’t afraid to say exactly what they mean.
The Logo Suite
The ZFG logo combines the letters Z, F, and G into one seamless mark, encased in a circular frame that represents unity, strength, and bold expression. Designed to be minimal yet impactful, it serves as a versatile emblem across web, merchandise, and social platforms. The overlapping structure speaks to ZFG’s core—fearless individuality, no filter.
A range of badge variations expands on the primary mark, incorporating phrases like “Zero Fucks Given” and “Others Say It. We Live It.” These variations bring flexibility to the brand system, allowing the tone to shift from subtle to outspoken depending on the audience and application. Each badge was built to work as a standalone icon or integrated into apparel, tags, and marketing.
Color Palette & Typography
The ZFG color palette and typography were crafted to reflect the brand's unapologetic attitude and broad appeal. Bold, gender neutral colors like black, white, and steel gray create a strong foundation, while a punchy yellow and earthy tones add energy and edge without skewing too masculine or too feminine. Paired with the confident structure of League Spartan, the brand’s core font, the visual identity strikes the right balance between bold and refined. With a full range of weights, the typography flexes across applications, from web to apparel, reinforcing ZFG’s fearless tone and modern lifestyle aesthetic.
