LINEAR Clothing

Client Overview

LINEAR is a premium athletic clothing startup engineered for elite performance and built with military-grade precision.

LINEAR Clothing model wearing Baseline Series Tank and shorts standing in the mountains

LINEAR Clothing Athlete performing bent over dumbbell rows in the gym

LINEAR Clothing models wearing Baseline Series Tank and walking in sand dunes

LINEAR Clothing Operator in tactical gear

LINEAR Clothing athlete Chris Jacob wearing Baseline Series Tank and shorts running doing dead lifts in the gym

LINEAR Clothing model wearing Baseline Series Tank and shorts running in the mountains

LINEAR Clothing Athlete performing box jumps in the gym

LINEAR Clothing model wearing Baseline Series Shirt and shorts doing kettle bell pushups in the sand

Brand Background

Founded by a Navy veteran, LINEAR is a premium athletic brand forged from elite military precision and first responder resilience. Its gear is engineered for high-performance training and refined for elevated environments—seamlessly blending tactical durability with modern design. Whether pushing limits in the gym or commanding attention beyond it, LINEAR delivers apparel that meets the moment with strength, style, and purpose.

What sets LINEAR apart is its proprietary performance technology—built for durability, function, and elite-level training. With a higher price point comes a promise: gear that performs under pressure and outlasts the competition.

Design Challenge

LINEAR needed a visual identity that could carry the weight of its mission—honoring the principles of service, resilience, and tactical excellence—while also feeling elevated and premium.

The founder envisioned a logo built around slanted lines, symbolizing forward motion and linear progression—the very concept the brand is named after. It was a powerful starting point, but the brand lacked a cohesive system to unify its presence across apparel, digital platforms, and print collateral. The challenge was to translate a deeply personal ethos into a strategic, scalable identity—one that could resonate with a mission-driven audience and stand tall in a competitive performance market.

My Role

I art directed the entire branding process, translating the founder’s vision into a strategic identity system. This included:

Designing the logo and refining its geometry to reflect strength and movement
Developing a custom color palette rooted in tactical and terrain-inspired tones
Art directing photography to capture the brand’s elevated, mission-ready aesthetic
Creating a comprehensive brand guidelines book to ensure consistency across all touchpoints

The result is a brand that feels as disciplined and elevated as the community it serves—ready for deployment in both the gym and the field.

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Primary Logo Variations

The LINEAR logo is built for the few

Its defining feature—two slanted lines within the letter “I”—draws directly from the founder’s military experience. In the Navy, the mantra “Two is one, one is none” underscores the importance of redundancy, reliability, and always having a dive buddy. These lines represent team-first mentality, mutual accountability, and the strength found in unity.

The lines are parallel, but intentionally misaligned—symbolizing personal evolution. One line reflects who you were; the other, who you’ve become. The space between them is progress. It’s a visual metaphor for forward motion, growth, and the relentless pursuit of improvement.

This dynamic, aggressive form reinforces LINEAR’s core values: speed, precision, and purpose. It’s not just a logo—it’s a mission mark.

Internally, the brand lives by the mantra “1 Team,” a reminder that no matter the conversation, the goal is shared. The logo captures that ethos in every slant, every angle, every step forward.

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Color Palette

The LINEAR color palette is built from the environments, gear, and memories that shaped the founder’s time in the Navy.

Every swatch is intentional—grounded in tactical utility and elevated design.

Earth tones and camo-inspired hues reflect the rugged terrains and operational gear worn during service. These colors evoke discipline, resilience, and readiness.
Primary Gold stands as the hero color—symbolizing excellence, achievement, and elevated performance. It’s bold yet grounded, bridging the tactical with premium appeal.
Deep blacks and muted grays provide structure and contrast, echoing the precision of military-grade equipment and night ops.
Warm neutrals and soft greens offer balance and breathability, supporting the brand’s modern, wearable aesthetic.

This palette isn’t just meant to be visually cohesive—it’s meant to be emotionally resonant with those who have served. It honors the founder’s journey while positioning LINEAR as a brand that’s mission-ready and style-forward.

LINEAR Clothing Primary Font Family Dinot

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Typography

For LINEAR’s visual identity, I selected DINOT—a modern sans-serif typeface known for its precision, clarity, and geometric structure.

Its condensed letterforms and sharp edges deliver a clean, masculine energy that aligns perfectly with the brand’s tactical DNA.

DINOT avoids the softness and roundness found in more casual sans-serifs. Instead, it projects strength, focus, and forward motion—mirroring LINEAR’s commitment to elite performance and elevated design. The typeface feels engineered, not ornamental—making it ideal for a brand built on discipline, resilience, and innovation.

Whether used in apparel tags, digital headers, or brand collateral, DINOT maintains legibility while reinforcing the brand’s aggressive, high-end tone. It’s typography with purpose—just like the gear it represents.