Brand Identity Design
American Eagle Supply Co - Disabled Veteran-Owned
As the lead designer for American Eagle Supply Co, a veteran-owned apparel brand, I developed a complete visual identity system that balances strength, craftsmanship, and inclusivity.
From the logo and monogram to color palette, typography, patterns, and iconography, every element was crafted to reflect the brand’s core values and tell a meaningful, authentic story rooted in American heritage and textile tradition.
MONOGRAM
The monogram is composed solely of the graphic symbol, which consists of the 13 stars.
The four-pointed stars represent, on one hand, the 13 stars of the United States, and on the other, they symbolize the stitching points, as a reference to the textile world.
In the bi-color version, the monogram contains two stars in different colors, as if they were two missing stitching points. This is meant to be a reference to disability.
COLOR PALETTE
The color palette, was crafted to blend warm and neutral tones with a refined, modern aesthetic. Designed to evoke a sense of grounded authenticity, it draws inspiration from contemporary camouflage and the functional heritage of military textiles. The selected tones – Light Sand, Sandy Brown, Modern Green Olive, and Dark Gray – combine to express the brand’s values of resilience and craftsmanship.
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Font
The fonts are three: Oswald, Armata and Lora. They refer to the USA world.
Pattern
The pattern is inspired by the waves found on the GOVT Disabled ID Card. The elements integrated into the waves are the stars and the brand name.
Icon set
The icons feature a design that echoes the soft
lines of the stars in the logo. The colours can be mixed based on the intended use.