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Anthony Leo

AureolinArmy™

1674

18

MUTE NY

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About:

MUTE NewYork® was born in the busy streets of New York city. Where great minds are often silenced. “MUTE” represents the silent majority. As well as those who have lots to say. “μ” + “t”  + “e” = μte. Using cultural references from Ancient Greece, MUTE NewYork® strives to bring menswear to the golden age.

For a full look at the philosophy of the brand, click the link below:

https://www.skillshare.com/classes/business/A-Staple-of-Branding-How-to-Start-Your-Creative-Product-Company/915436837/projects/13142?via=notification

Direct competitors / Hanging with:

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(Mute Cobra Arc 5 Panel Snapback Hats.)

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("MUTE" Accent logo.)

The "MUTE" Accent Logo is a handwritten font. The symbol and the atomic number of Gold is placed above the logo. "MUTE GOLD" is one of the brands colors. Gold was an essential in Ancient Greece. It set the standard for trade and helped their cities flourish. 

(Design located on left chest of t-shirt.)

 

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(Concept art / ink on paper, digital drawing, illustrator drawing.)

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The Hero of Alexandria. Responsible for harnessing the power of nature and techonology. Heron was Alexandria's greatest inventor. A true visionary and expert mathematician. Heron's work can be held responsible for our modern day understanding of technology.

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The golden ratio was used by mathematicians and architects in Ancient Greece. It was considered to be the divine proportion. It can be found in nature, anatomy, and architecture. When used correctly, it can bring out phenomenal works of art. 

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(Design located on back of t-shirt.)

Click the link below to learn more about Heron of Alexandria:

https://www.youtube.com/watch?v=PhLf7CWM8kY

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(Digital mock up/Prototype/Line Sheet.)

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(Product packaging sample)

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(Physical t-shirt, Temporary product test shot.)

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Capitalizing on the negative space found in the solid colors, the design reaches viewers visually. Without the use of direct messages. The execution is silent and thoughtful. The back displays the head of Heron framed by the golden ratio. The spiral focuses on the level of intellect his work achieved. 

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The accent logo is ambiguous in nature. To the untrained eye, it looks as if it does not say "MUTE". The first curve is a slanted "Mu". The center arc is the end of the "Mu" and the letter "t". The stroke above the first curve is an accent. It stresses pronunciation. The "e" follows the arc. This logo says "MUTE" without the use of obvious cues. The lack of actual words makes it easier for any viewer to appreciate the design. .

This is the "MUTE" standard 

Physical t-shirts being printed. Completion underway. 

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