TERENCE "BUD" CRAWFORD
branding / logo & identity system design / creative directio & consulting

When a champion calls on you and says they need you to do what you do, you step the game up. Terence "Bud" Crawford is the WBO Lightweight Champion of the World… and just so happens to be from my 'hood—North Omaha, Nebraska. This homegrown young man and his camp were referred to RDQLUS, and the task was build something iconic and worthy of a champion, that Crawford could own so that no matter the success or sponsorships to come, he and his camp would have control of is sports identity—something that many athletes lose to their sponsors when most logos and sub-branding is created inside their own ecosystem.

The idea is centered around the RDQLUS style of modernizing the classic monogram, with the added element of a play on visual form. The Champ's initials are "TBC" so weaving a 3-letter form together is a real challenge. But still, three letters wouldn't be iconic, memorable nor legendary enough for a pugilistic champion. What better way to tell the story and literally introduce pedigree into the mark, than to introduce him into the mark? 

The solution is simple and elegant, while still stout and tough enough to represent a man in a combative sport. The "T" is formed by a stylized silhouette of Crawford himself. Custom Victorian–style letters are intricately wrapped around him to form the final 3-letter monogram that we internally mused was called his "Punchman" logo. The varsity style nameplate finishes off a modular system that offers multiple combinations without loss of brand equity. 

Oh, and the three letters could also read "TCB"—taking care of business—which is exactly what this young champion is doing.

When a champion calls on you and says they need you to do what you do, you step the game up. Terence "Bud" Crawford is the WBO Lightweight Champion of the World… and just so happens to be from my 'hood—North Omaha, Nebraska. This homegrown young man and his camp were referred to RDQLUS, and the task was build something iconic and worthy of a champion, that Crawford could own so that no matter the success or sponsorships to come, he and his camp would have control of is sports identity—something that many athletes lose to their sponsors when most logos and sub-branding is created inside their own ecosystem.

The idea is centered around the RDQLUS style of modernizing the classic monogram, with the added element of a play on visual form. The Champ's initials are "TBC" so weaving a 3-letter form together is a real challenge. But still, three letters wouldn't be iconic, memorable nor legendary enough for a pugilistic champion. What better way to tell the story and literally introduce pedigree into the mark, than to introduce him into the mark? 

The solution is simple and elegant, while still stout and tough enough to represent a man in a combative sport. The "T" is formed by a stylized silhouette of Crawford himself. Custom Victorian–style letters are intricately wrapped around him to form the final 3-letter monogram that we internally mused was called his "Punchman" logo. The varsity style nameplate finishes off a modular system that offers multiple combinations without loss of brand equity. 

Oh, and the three letters could also read "TCB"—taking care of business—which is exactly what this young champion is doing.