F.o.S is a clothing brand focused on freedom of expression and empowerment. The name comes from "Freedom of Speech". The logo is an abstract face made of the letters F-O-S to convey expression. The company culture encourages creativity and open-minded thinking. The mantra and mission both promote freedom of expression through art and design. The tagline "If you can't speak freely put it on a t-shirt" directly connects to customers and reinforces the brand's message.

1. Business Identity
F.o.S
[Freedom.of.Speech]
By: Duvalle Gooding

2. F.o.S
[Freedom.of.Speech]
• The name F.o.S [Freedom.of.Speech] came from the idea of “free expression”.
Artistically and non- artistically.
• The goal of F.o.S is to convey a message of EMPOWERMENT; or at the least, cause
AWARENESS, spark MOTIVATION and CHALLENGE the MUNDANE “in the box”
thinking!
• F.o.S would be considered an Arbitrary/ Descriptive brand. We use designs and words to
voice our opinions or ideas.
• We were told F.o.S reminds some of S.O.S, giving it a sense of urgency, intriguing people’s
attention.

3. Logo
• I believe this logo is effective
because a viewer can see just the
face, or the actual letter F-O-S.
• Possible conversation piece
• Conveys the expression of
wanting to scream or screaming.

4. Logo
• Reflects our brands nature by being
artistically abstract and displaying a
message.
• The actual logo of F.o.S is an Emblem.
• The logo could also be considered a
Letterform being that the face is made
up of the letters F-O-S.

5. Logo
• As another logo we will use a word
mark style. (See: Alphanumeric brand style font)
• Hot Air and Knowledge are examples
of competitor brands with an
Arbitrary logo. Using an actual hot air
ballon and a book for symbolism, even
though they’re a clothing line.

6. Company Culture
• Here at F.o.S we believe in Freedom of Expression.
• Here artist are allowed and encourage to be artist.
• We cater to the open minded, artistic, freethinking individuals that
search for an outlet of expression, broader horizons.
• “F.o.S” was intended to be abstract, radical, motivational and is heavily
influenced by art culture. With intentions to heavily influence culture
through art.
• Always maintain a upbeat, family orientated atmosphere.
• Encourage dreaming.

7. Company Culture
• Through this we will be able to have a fun
enjoyable environment, while still being able
to get work done.
• Less tension
• Confidence in team-mates.
• Build a personal relationship between
company and customers

8. Mantra or Mission
• “Freedom of Expression.”
• So in a sense, the Mantra is the Mission Statement, or our aim, if you will.
If people see a message on a shirt, more than likely, they’re going to read it.
With that in mind, the goal of F.o.S is to convey a message of
EMPOWERMENT; or at the least, cause AWARENESS, spark MOTIVATION
and CHALLENGE the MUNDANE “in the box” thinking! F.o.S is definitely
not for everyone, and at the same time it can be for everyone. Open
minded, artistic, freethinking individuals that search for an outlet of
expression.

9. Mantra or Mission
• Our mantra is for both employees and
customers.
• Our mission statement is located on our
website and is posted on all social
networking pages and blogs.

10. Tag Line
• If you can’t speak freely put it on a t-shirt.
-This is a very Imperative
tag line.
-Speaks directly to the
customer.
-Can also be considered
descriptive, due to it’s
context.
-Reinforces the brands
message of self-expression.