27/10/2025
Initially my client, Flaviu Dew , wanted to create an identity around his own name, choosing options like “Roua Flaviu” or “Flaviu Dew” (since “roua” means “dew” in English). After doing some research and analyzing his work on social media, I noticed that his signature was actually “Jones.” So, I suggested building the identity around that name, since he was already known on the market under this pseudonym.
I gathered a collection of tags and signatures from his works to preserve the visual DNA of his autograph and to continue what he had already been developing for several years. I really liked the story behind the name, it connects to graffiti culture, where “Jones” contains the word “ONE” in the middle and is often accompanied by a crown above it. Many graffiti artists sign their works with a halo or a crown.
I decided to create the signature from scratch, without using any existing font or letter family, because I wanted the logo to keep the authenticity of the original signature. One of his autographs had a particularly appealing style, so I decided to keep it as a secondary element in the visual identity. The final result remains close to the original signature but is easier to read and recognize. I also included the crown as a secondary element, which can later be used as a pattern or as a standalone pictogram.
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Why do we brand ourselves? The reasons go beyond the technical aspects of a visual identity, they define an entire philosophy that promises quality and consistency. In this case, Jones is a relatively young brand in the field of street art. Even though graffiti, through all its tags and signatures, is already a form of branding, taking it to a higher level turns Jones into a true explorer. Street art thus becomes both a brand and a business.
Check him out - https://lnkd.in/deAqbEFQ
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