AAG is both a romanization of the Urdu word for “fire” and an acryonym for “Atoms Art Gallery.” In October 2021, I made the branding for this new art gallery that existed within the headquarters of the Brooklyn-based sneaker start-up Atoms. Knowing the background of the name, I landed on this flared, sharp approach for the letterforms of the logotype — they needed to feel contemporary and carry a bit of a dangerous element to them (my vision was of a flame; how it’s bowed at the base and converges to a point at the top). The other need I wanted to fulfill was a forward-thinking one: AAG could be the vehicle for a higher fashion label or sub-brand of Atoms, so I made sure the logotype would look at home on designer clothing.