What is
Raging 20's
As we moved closer and closer to the year 2020 I began wondering how this new decade would be inspired by the 20s from 100 years prior. We live in a fascinating time in history. Born near the turn of the century my generation gets to see the world enter into new decades that share the nomenclature of the past. While the 00s and 10s lack a distinct historical identity the 20s of the past were synonymous with a reckless abandon and party ascetic that painted a cultural portrait society collectively called "The Roaring 20s"
History repeats and the past is constantly influencing the present. Just as the DJ samples and remixes songs of the past into new and trending landmark artistic displays so too does the cultural zeitgeist create the present out of echoes of the past. All of this inspired me to develop a new brand for a new decade. I present to you "Raging 20s".
A brand that seeks to encapsulate the essence of this new era and preserve this landmark time of human history in perpetuity. Raging 20s as a brand will evolve over the years, to begin with I am focusing on apparel with our trademark logo.
Make it a decade to remember.
About
The Logo
The logo had to perfectly communicate the spirit of the brand. I wanted something that was evocative of the 1920s era.
The 20s of the past featured flappers, prohibition, bootleggers, speakeasy bars, and a youthful spirit of rebellion. However I also needed to communicated the essence of the new decade. The culture of the modern 20s are influenced by the rage culture of EDM, trap style hip hop. Music festivals emanate with a raw intensity of a generation unleashed into the wild. Every aspect of our modern lives drift farther into the cyber landscape as crypto and NFTs continue to alter the essence of our economy and society.
I took these ideas to a close friend, phenomenal Graphic Designer, and brilliant Artist, Garrett Huffman (IG @Gwhuffman18). He then delivered the prefect manifestation of all of the ideas I had brewing in my head. The logo features an Art Deco inspired foundation for the "20s" font and overall boarder that grounds the brand in the elegance of the "Roaring 20s". The font choice for "Raging" holds and aggressive intensity that perfectly represents the attitude of the new decade. The entire logo is painted with a digital distortion emblematic of the new age we are all entering into.