Logo design for a streetwear brand
This logo was designed for a streetwear brand named UGGLY, capturing the raw, unfiltered aesthetic of urban culture. The design embraces imperfection as an identity, turning the idea of being ‘ugly’ into a bold and stylish statement.
The logo carries hidden symbolism within its typography: The two G’s are stylized with dripping, melting shapes that form the impression of a sad, distorted face, directly reflecting the brand name. This symbolizes the rawness, sadness, and unpolished beauty of street life. The dripping effect adds a grunge, underground, and rebellious character, aligning with the brand’s streetwear positioning and appeal to a younger, edgy audience.
The purple color enhances this identity, representing mystery, individuality, and creativity, while also carrying a melancholic, sad undertone. This dual nature contributes to the emotional depth and atmosphere of the brand, reinforcing the message of finding beauty in imperfection and darkness. In contrast, the black-and-white variations ensure versatility and boldness across different applications. Altogether, the logo becomes more than just a wordmark – it is a visual attitude. It embodies imperfection, rebellion, sadness, and authenticity, making “UGGLY” a proud statement of street identity, emotional depth, and raw style.
