A self-initiated project that explores a personal brand mark for Coco Gauff. This is an independent concept project. Not affiliated with or commissioned by Coco Gauff or her representatives.
This project explores a personal identity designed to function beyond tennis, creating a symbol that could live across apparel, partnerships, media, and future ventures.
The final logo.
Early logo doodles.
A word-mark was created, informed by the curved letter forms in the logo.
The final logo manages to integrate Coco Gauff's first name and initials into one single mark through a clever typographic observation and manipulation of the letter 'g'. The result is a bold, personal, visual signature that feels modern, confident, and scalable. Able to seamlessly negotiate between the worlds of sports and luxury. By avoiding literal sports references, the identity positions itself not only as an athlete logo but as the foundation of a broader lifestyle, and personal brand ecosystem.