IDENTITY SYSTEM / LOGO + VARIATIONS / PALETTE + TYPE
DELIVERABLES::
We let the name lead. Myth and fable are older words than superhero, so the identity leans literary and timeless rather than loud and pulpy: a brand built for the store where stories live, not a cartoon of one. The comic energy stays in the experience of the shop; the identity gives it a name worth trusting with your obsession.
The Approach
Myth & Fable is a Chattanooga comic book store, but the owner never talked about selling comics. He talked about people finding their thing: the issue, the series, the world that finally clicks for someone. The brief was an identity that captured that feeling, discovery, story, a little magic, without falling into the pow-bam comic clichés that make every shop in the category look the same.
The Brief
COMIC RETAILER / IDENTITY / 002
myth & fable
Brand Design
← The Record / 001