GUTIERRE
Character Branding | Illustration | Typography

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This logo for Gutierre, a vintage lifestyle label established in 1977, combines retro charm with a rebellious, offbeat edge. Central to the design is a cartoon-style octopus mascot holding a drink and cigarette, inspired by underground comics, old-school mascots, and subversive streetwear branding. Exaggerated expressions, dynamic tentacles, and playful details give the character movement, personality, and a slightly unpolished, lived-in energy. Arched sans-serif typography frames the illustration, reinforcing the vintage feel, while a limited color palette keeps the design cohesive and visually impactful. This project demonstrates a character-led approach to brand identity, blending illustration, storytelling, and bold design to create a versatile, memorable logo suited to apparel, music, and lifestyle contexts.