The Studio of
Frank Guia

Brand Identity for Proof

Originally based in New York, Proof is an urban-inspired menswear brand re-launched by Huckberry. As described by Huckberry, "the Proof guy lives in the city but lives for adventure, and needs clothing that performs at work, on the trail, and in the saddle—and ideally, all in the same day."

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Inspired by clean lines and silhouettes often seen in metropolitan hubs, Proof is designed with simplicity for a functional purpose. Drawing influence from New York brands like Theory, the Proof visual identity is meant to evoke quality and elegance. The garments are also designed for those who are often transitioning from work to play, reminiscent of modern sportswear.


To visually imply the transitional abilities of the Proof garments, I developed a gradient that is an integral element of the identity. A subtle progression from red to orange alludes to kinetic energy. Heat and motion are the result of an active lifestyle. Proof is designed exactly for that way of life.

Garment Icons

To show the wide range of fabric capabilities, we developed a set of 9 icons. Each icon represents a specific quality that acts as a key ingredient in the construction of each fabric. With varying combinations of these features, the clothes are designed for peak functionality.

Wordmark Exploration

The original brief included a cursive wordmark inspired by iconic logos of Rapha and Allbirds. I did a variety of explorations to create a logo similar in aesthetic but with its own unique personality. However, upon further development and assessment, we determined that a clean wordmark would ultimately embody the pillars of the brand more effectively.

Using the font Gotham as the foundation, I modified an all-capitalized rendering to imitate the sharp edge of the letter "R." These sharp edges draw visual inspiration from the rigid lines and harsh angles of the urban sprawl. Ultimately, the Huckberry team loved this wordmark and chose to move forward with it.