hug your friends

brand identity

Overview

hyf x nyc is a graphic dependant brand that is lighthearted yet rooted in street culture.

The Name

hug your friends wants to be wholesome with an urban grit.
‘something to wear the next time you are with your friends.’

The Tone

approachable but raw
playful with an edge
warm with an underlying boldness
optimistic

The mark embodies the spirit of the brand—lighthearted yet deeply connected to street culture. Our visual identity is built on the intersection of warmth and grit, where a playful attitude meets an urban edge.

At its core, hug your friends is about connection. The mark reflects this ethos, designed as something familiar yet bold—an emblem of togetherness shaped by the energy of the city.

For our primary logotype, we’ve chosen Gotham Bold, a typeface that perfectly captures the duality of hyf x nyc. Its strong, clean letterforms exude confidence and urban grit, while its geometric simplicity keeps it approachable and inviting. The bold weight adds a raw, unapologetic presence, yet there’s an inherent warmth in its balanced structure.

These are the two lockup options for any applications of the brand.

This is graphic #1. It should only be used as decorative element in artwork and NOT as a stand-alone brand.

This is graphic #2. It should only be used as decorative element in artwork and NOT as a stand-alone brand.

This is a custom artwork designed for garment graphics and promotional materials.