YYZ | Skillshare Projects

Jeremy Watt





Update: YYZ has now launched in the form of Province of Canada. Bigger vision, bigger dreams. Thanks to Jeff Staple and everyone in the inital class group. Appreciate everyones feedback! http://provinceofcanada.com

Brand Name and Slogan

Name and Location: Jeremy Watt. Toronto.

Brand Name: YYZ

Slogan/Mission Statement: Forget What You Know

Extra Credit Video Remix: Trying to track down five non-native English speaker folks. In the meantime visit - YYZxYYZ.com


Logo at Different Scales:

Collection CADs: 
The theme for YYZ's launch collection is a tribute to the city that inspired the brand. Pieces that represent the diversity and uniqueness of Toronto; Pieces that reflect the day and night lifestyle of the pushers of culture. Black and white was used exclusively to represent both diversity and 'day and night'.

Branded Tee Program
Each collection will included a series of tees that used the YYZ letters to create unique 'logo' treatments.

Fashion Tee Program
Each collection will include fashion tees that sublty showcase its theme. In the pieces below diversity and 'day and night' are represented through a hand dyed gradients and tie dye.

Cut and Sew Program
Simple and sophisticated baseball jerseys to pay homage to Canada's only professional baseball team.  

A modern, clean take on a Toronto staple. Cut slimmer than most. 

Leather Program
Excited about the possibilities of these two leather products. Creatively they put us outside our comfort zone. The Y Tote and the Y Sneaker. Two pieces that complete our launch collection. They're our attempt to rise above.

Image of Branded "Car" Extra Credit:

I plan on branding my Jeep...

Progress Work / About the Brand:

Exploring different YYZ type treatments for the YYZ logo. Concepts not used for the main logo will be used for branded tee collection.

Update: In the end I wanted something clean and simple. Helvetica felt like the right typeface but I knew it would bother me if I settled on such an overused font. I ended up drawing my own letterforms, which enabled me to create the exact look I wanted (see above).

Inspiration / Vision

I've set out to develop a brand that represents the lifestyle and culture that is being cultivated in Toronto, Canada. I want to create a brand that puts Toronto and Canada on the global map. I believe there is an opportunity for a line to exist somewhere in between Drake's OVO apparel and Roots Canada.

YYZ is the airport code of Toronto's international airport and visually I love the combination of letters. They feel relevant but timeless, global but Toronto, ambient but familiar. 

A lot of folks have preconceived notions about Canada and Canadian style. I'm looking to help change that perception and represent those who already are.


Forget what you know.

Twitter: @YYZxYYZ  
Facebook: /YYZxYYZ 
Instagram: @YYZxYYZ

Appreciate any feedback. Thank you for being part of this creative journey, it means a lot.


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