My initial job for Diem was to clean up the existing logo and to create a core set of guidelines to help build a consistent look for the brand. This was followed by the creation of a completely unique camouflage pattern to be used across the entire range of products. It is influenced by the British Army’s DPM and the American Army’s Vietnam-era Tigerstripe camouflage. It plays an important role in the brand’s recognition and overall look & feel.

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