Horns & Halos — Brand Identity & Visual Direction
"Blessed by Chaos, Crowned by Hustle."
Horns & Halos is not just a clothing brand—it’s a lifestyle. A visual expression of duality, hustle, and identity. I was responsible for developing the brand identity from the ground up—starting from concept building, tagline writing, to logo creation and visual direction.
Horns & Halos is not just a clothing brand—it’s a lifestyle. A visual expression of duality, hustle, and identity. I was responsible for developing the brand identity from the ground up—starting from concept building, tagline writing, to logo creation and visual direction.
Brand Identity & Concept
Horns & Halos represents the tension between ambition and sacrifice, good and evil, order and chaos. It is created for those who understand that growth comes from embracing both sides of the coin—the saint and the sinner within us all.
"Some halos are just polished horns."
The brand speaks to the modern hustler—those who grind with purpose, live with contrast, and carry both light and darkness in their journey.
Taglines & Slogans:
- Blessed by ambition, driven by chaos.
- Sin, sacrifice, and success.
- Some halos are just polished horns.
- The grind ain't holy, but the blessings are.
- Balance the light, embrace the dark.
- Every saint has a past. Every sinner has a future.
Logo & Design Development
The visual identity of Horns & Halos reflects duality and symbolism. The design process explored a range of minimalist yet conceptually rich ideas that fuse contrast into one mark.
Key Design Concepts:
- A gold halo with hidden devil horns
- Split-letter design: ‘Horns’ in bold aggressive font, ‘Halos’ in elegant cursive
- Dripping halo effect symbolizing melting ambition
- Angel and devil wing monogram (H&H)
- Hidden symbolism—clean forms with layered meaning
Final Logo
Visual Style & Direction
The brand embraces bold symbolism, minimal color use, and a sleek modern aesthetic that speaks to power, rebellion, and identity. The final logo is designed to be versatile across digital, apparel, and product media.
Typography Direction
Typography plays a critical role in expressing the identity of Horns & Halos. For this project, I chose Bebas Neue as the primary display font due to its:
Strong and condensed form, perfect for bold statements and impactful branding
Clean, modern aesthetic that balances both street and luxury appeal
High readability, making it ideal for logos, taglines, and large-format applications
Usage:
Bebas Neue is used prominently in the logo and key brand phrases to emphasize the bold and driven tone of the brand. Its geometric yet slightly industrial character reflects the grind and structure behind the chaos and ambition the brand stands for.
Bebas Neue is used prominently in the logo and key brand phrases to emphasize the bold and driven tone of the brand. Its geometric yet slightly industrial character reflects the grind and structure behind the chaos and ambition the brand stands for.
Some halos are just polished horns.
→ In Bebas Neue, this statement becomes not just a quote, but a declaration.
→ In Bebas Neue, this statement becomes not just a quote, but a declaration.
Color Palette
The Horns & Halos brand uses a minimal yet powerful color scheme to reinforce its identity of duality—light vs dark, purity vs ambition, elegance vs chaos.
Primary Colors:
#D4AF37 – Gold
Symbolizes ambition, royalty, and the blessings of success. Adds a premium and luxurious tone to the brand.
Symbolizes ambition, royalty, and the blessings of success. Adds a premium and luxurious tone to the brand.
#FFFFFF – White
Represents purity, discipline, and the halo aspect. Provides balance and clarity within the visual identity.
Represents purity, discipline, and the halo aspect. Provides balance and clarity within the visual identity.
#231F20 – Rich Black
Embodies power, depth, and the horns—the hunger and darker side of the hustle. A strong base for contrast and mood.
Embodies power, depth, and the horns—the hunger and darker side of the hustle. A strong base for contrast and mood.
Color Usage:
- Gold is used as an accent for highlights, symbols, and key elements (e.g. halos, crowns).
- White supports clean space and minimalist aesthetics, keeping designs breathable and modern.
- Rich Black serves as the foundational background and main color for logo marks, creating contrast and intensity.
This palette ensures the brand maintains a luxury-streetwear balance with deep symbolism, striking visuals, and strong emotional tone.
Role & Contributions
- Brand concept creation
- Slogan and tagline copywriting
- Visual direction and moodboarding
- Logo development and design system
- Slogan and tagline copywriting
- Visual direction and moodboarding
- Logo development and design system
Through Horns & Halos, I wanted to create a brand identity that feels raw, unapologetic, and deeply symbolic. A reflection of those who hustle not just for success, but for meaning.
HORNS & HALOS
BRAND IDENTITY BY ZHARTHIRTEEN STUDIO ©
BRAND IDENTITY BY ZHARTHIRTEEN STUDIO ©
Creative Direction & Brand Identity Design
Azhar / Zharthirteen Studio
Azhar / Zharthirteen Studio
Services: Brand Concept Development, Logo Design, Visual Direction
Client: Horns & Halos (Independent Streetwear Brand)
Client: Horns & Halos (Independent Streetwear Brand)
Location: United States (Brand Origin), Indonesia (Studio Base)
Concept, Logo Design & Visual Assets © Zharthirteen Studio
Website: zharthirteen.com
IG: @zharthirteen
All rights reserved | Horns & Halos & Zharthirteen Studio© | 2025
