_Kix store interior features a large “chess pawn” pillar as a central focal point, painted in lime green color. I chose to reflect that design in the “ i ” letter of the logo.

The logo starts with an underscore to emphasize the urban nature and also as a comment to the multiple urban slang references of the word “kix”.

The store texture utilizes printed text about the shoes where the word “shoe” is replaced with the _kix logo. The same texture (white letters printed on black) is used for the interior of the bags.

The shop stand uses white text printed on transparent background.