BRAND IDENTITY CASE STUDY
BRAND IDENTITY CASE STUDY
CATEGORY
Athleisure Apparel
POSITIONING
Luxury Streetwear
SCOPE
Identity, Type, Colour, Applications
THE BRAND
WHAT IS HYR PWR
WHAT IS HYR PWR
HYR PWR, pronounced Higher Power, is an elevated athleisure brand designed for movement beyond the gym. Built for performance and everyday life, it redefines athleisure as something more versatile, refined enough for daily use, functional enough for physical pursuit. The gym is the starting point. Not the definition. The gym is the origin. Not the identity.
The brand represents a higher standard. Every element from garment construction to visual identity is considered. Every detail is deliberate. Power is communicated through restraint, confidence and intention.
The identity balances opposing qualities: premium without being exclusive, minimal without being empty, and functional without appearing technical. It draws more from the language of contemporary fashion than traditional sportswear, allowing it to move seamlessly beyond the gym into a wider cultural context.
Graphic elements and symbolic references are applied selectively, serving as subtle extensions of the brand’s language rather than defining features. The system remains focused, adaptable, and built to endure.
HYR PWR is built for those who train but not defined by it. It is worn in motion, and carried into everything that follows.
HYR PWR, pronounced Higher Power, is an elevated athleisure brand designed for movement beyond the gym. Built for performance and everyday life, it redefines athleisure as something more versatile, refined enough for daily use, functional enough for physical pursuit. The gym is the starting point. Not the definition. The gym is the origin. Not the identity.
The brand represents a higher standard. Every element from garment construction to visual identity is considered. Every detail is deliberate. Power is communicated through restraint, confidence and intention.
The identity balances opposing qualities: premium without being exclusive, minimal without being empty, and functional without appearing technical. It draws more from the language of contemporary fashion than traditional sportswear, allowing it to move seamlessly beyond the gym into a wider cultural context.
Graphic elements and symbolic references are applied selectively, serving as subtle extensions of the brand’s language rather than defining features. The system remains focused, adaptable, and built to endure.
HYR PWR is built for those who train but not defined by it. It is worn in motion, and carried into everything that follows.
THE SYMBOL
THE ARC
THE ARC
The Arc is the centrepiece of the HYR PWR identity. A crown of radiating lines inspired by solar iconography. Its rays were intentionally softened with rounded edges, creating a more distinctive and elevated silhouette.
Designed as a flexible identity system rather than a static graphic, the Arc remains recognisable whether shown in full, cropped, or fragmented. Its structure ensures even partial forms retain character and brand presence.
This adaptability is what gives the Arc its strength. It can expand across a garment, sit subtly as a detail, or exist almost invisibly within a composition. Whether seen in full or in part, it always communicates the same idea progression and elevation.
The Arc is the centrepiece of the HYR PWR identity. A crown of radiating lines inspired by solar iconography. Its rays were intentionally softened with rounded edges, creating a more distinctive and elevated silhouette.
Designed as a flexible identity system rather than a static graphic, the Arc remains recognisable whether shown in full, cropped, or fragmented. Its structure ensures even partial forms retain character and brand presence.
This adaptability is what gives the Arc its strength. It can expand across a garment, sit subtly as a detail, or exist almost invisibly within a composition. Whether seen in full or in part, it always communicates the same idea progression and elevation.
FULL FORM
Presence and clarity. The complete mark as a system of rays and arc — never simplified, never softened.
CROPPED
Retains character through rhythm and repetition. A fragment carries the whole mark within it.
SCALED DOWN
Works as a cuff detail, a label mark, or a signature. Clarity holds even when the full composition cannot.
MEANING
Rising sun. Halo. Upward motion. Progression. Elevation.
LOGO SYSTEM
WORDMARK
WORDMARK
The HYR PWR wordmark was built from a bold typographic foundation, chosen for its strong modern structure. Through refined letter spacing and a custom P–W connection, the mark was elevated beyond a standard type treatment.
Rather than redesigning the letterforms, the focus was on precision, creating improved flow, balance, and distinction through subtle structural refinement.
The result is a confident, minimal wordmark that feels both contemporary and ownable.
The HYR PWR wordmark was built from a bold typographic foundation, chosen for its strong modern structure. Through refined letter spacing and a custom P–W connection, the mark was elevated beyond a standard type treatment.
Rather than redesigning the letterforms, the focus was on precision, creating improved flow, balance, and distinction through subtle structural refinement.
The result is a confident, minimal wordmark that feels both contemporary and ownable.
PRIMARY - LIGHT
PRIMARY - LIGHT
PRIMARY - DARK
PRIMARY - DARK
PRIMARY - ICE
PRIMARY - ICE
COLOUR
BLACK AND ATMOSPHERE
BLACK AND ATMOSPHERE
The palette is built on restraint. Every tone is cool and carries a sense of depth. Six tones running from near-black to cold-white.
The palette is built on restraint. Every tone is cool and carries a sense of depth. Six tones running from near-black to cold-white.
VOID
VOID
#0A0A0A
#0A0A0A
OBSIDIAN
OBSIDIAN
#3A3D3D
#3A3D3D
WASHED
WASHED
#666666
#666666
STEEL
STEEL
#6B7A8D
#6B7A8D
MARBLE
MARBLE
#D9E4EA
#D9E4EA
ICE
ICE
#F5FCFF
#F5FCFF
FOUNDATION
Void and Obsidian. The constant. Every other decision measured against these.
Void and Obsidian. The constant. Every other decision measured against these.
ATMOSPHERE
Washed and Steel. Depth without warmth. The mid tones of the system.
COLD TONES
Marble and Ice. Cool, mineral, classical. The lightest register the brand allows.
TYPOGRAPHY
THE VOICE
THE VOICE
Two typefaces define the HYR PWR identity. Damascus Bold forms the fixed wordmark. DM Sans for everything else bringing light, geometric forms with just enough personality to feel chosen rather than defaulted to. At low weights with wide tracking it becomes the understated framework behind the brand.
Two typefaces define the HYR PWR identity. Damascus Bold forms the fixed wordmark. DM Sans for everything else bringing light, geometric forms with just enough personality to feel chosen rather than defaulted to. At low weights with wide tracking it becomes the understated framework behind the brand.
WORDMARK
DAMASCUS BOLD
FIXED VECTOR
DISPLAY
DM SANS
LIGHT / 300
HIGHER POWER
LABEL
DM SANS
REGULAR / 400
COLLECTION 01 - ORIGIN
COLLECTION 01 - ORIGIN
ATHLETIC APPAREL - SIZE M
ATHLETIC APPAREL - SIZE M
BODY
DM SANS
LIGHT / 300
Athletic clothing built for all-day use. Designed for those who push further — in the gym and beyond it. Performance without compromise. Presence without announcement.
MICRO
DM SANS
REGULAR / 400
Made in Portugal — Style 001 — 100% Cotton
Made in Portugal — Style 001 — 100% Cotton
Higher Power ® 2025 — hyrpwrclo.com
Higher Power ® 2025 — hyrpwrclo.com
APPLICATIONS
THE SYSTEM
THE SYSTEM
The identity operates at every scale. The Arc does the heavy lifting. The wormark signs off. The supporting type handles everything in between.
The identity operates at every scale. The Arc does the heavy lifting. The wormark signs off. The supporting type handles everything in between.
