Creative Direction:
The visual language of 4HEARTS emphasizes simplicity with emotional depth. The central concept revolves around four hand drawn hearts each housing a letter of the brand’s name. The first heart is marked with a red numeral “4,” introducing a visual and semantic play on words. The hearts are slightly asymmetrical and imperfect by design, reflecting raw creativity, human connection, and the organic nature of artistic expression.
Key Design Elements:
1. Heart-Based Lettering
The logo is composed of four overlapping heart icons, each one shaped by hand. Inside each heart is a letter (or numeral), spelling out “4HEARTS.” The red "4" draws immediate attention, adding rhythm and emphasis to the logo’s structure.
2. Custom Typography
All text elements are hand-lettered, echoing the brand’s DIY roots and streetwear’s expressive culture. The letterforms are intentionally uneven, adding character and personal flair to the identity.
3. Colour Palette
The brand employs a minimalist colour scheme dominated by black and white, with selective use of red to inject energy and emotional resonance. The restraint in colour allows for easy application across apparel and merchandise while keeping visual impact strong.
