The owner, Michael Jordan, wanted a gritty, unpretentious mark that reflected his deep love for his country and prominently featured the American flag. I built a crest around this central imagery and selected the chunky sans serif Peckham Press as the primary typeface for its rugged, grungy character. Rather than relying on cliché electrical symbols, I incorporated two subtle lightning bolts to balance the space beside “Patriot.” I also developed a secondary wordmark for situations where the crest wouldn’t scale well. A muted palette of red, navy, and cream reinforces the brand’s blue-collar identity and patriotic roots.