GO SOUTH TACTICAL

After a change in structure, GS Tactical reached out to me for a rebrand that would reflect their heritage, expertise, and the laid-back atmosphere of their Upstate SC shop.

PREVIOUS LOGO

GS Tactical's previous logo was quite artistic and gave off a tactical feel, but some of it's drawbacks were that it felt too rugged—almost militaristic—to appeal to GS Tactical's ideal customers (duck hunters and Southern outdoorsmen). While the detail of the firearm could appeal to a sense of precision and expertise, ultimately, it was too difficult to reproduce at small sizes without losing its essence. It was time for a new direction.

After a brand discovery kickoff and in-person visits to their (dog-friendly!) shop, I dove into some research about the firearms industry, both generally and locally in Upstate SC. While firearms dealers are a dime a dozen, locally, GS Tactical was the only shop focused on the hunting industry. Both owners happened to be passionate about duck hunting, so we were excited to incorporate duck hunting iconography (flying ducks + shotgun shells) into the logo concepts.

Ultimately, the decision came down to two logo concepts, depicted below.

CONCEPT ONE

This concept is more overt—there's no mistaking the brand's connection to duck hunting with both flying duck and shotgun iconography (that doubles as a target). The woodcut-style duck illustration also combines a sense of nostalgia and warmth with a strong, modern typeface.

CONCEPT TWO

This concept is type-driven, focusing on the new name. Its simplicity makes easy to reproduce as a complete design or broken down into a standalone icon or name. The type gives both a sense of ruggedness and elegance that makes the brand's Southern heritage clear.

After deciding on the second concept, I got to work to more fully develop the brand strategy and identity, which was put into a comprehensive brand guide. With the client's permission, I've shared a few key concepts (omitting details) from their brand guide below.

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