Hold My Guns
A complete visual identity overhaul for a non-profit preparing to step onto the national stage.
How do you elevate a non-profit's visual identity to match the gravity of its mission and prepare it for a national stage?
The Strategy
To position Hold My Guns for their next chapter, we executed a comprehensive visual overhaul from the ground up. The goal was to strip away the outdated, heavily styled elements and build a robust, versatile visual identity system that felt equally at home on a grassroots flyer or a corporate step-and-repeat.
Logo Redesign
The previous Hold My Guns mark had served the organization through its early years, but it carried the visual weight of a different era — overly detailed, difficult to reproduce at small sizes, and misaligned with the direction the organization was heading. As Hold My Guns prepared to step onto a national stage, the logo needed to evolve with it.
We retired the complex legacy mark in favor of a clean, highly scalable icon that could hold its own across every application — from embroidered hats to billboard signage to a 16-pixel favicon. The new logo seamlessly integrates a shield, an open hand, and a handgun into a single unified form — a conceptual visual metaphor designed to feel strong, safe, compassionate, and life-affirming. It distinctly communicates Hold My Guns' core service of secure, voluntary firearm storage while centering the advocacy mission that now drives the organization forward.
Previous Logo
New Logo
Typography
To balance authority with accessibility, we established a highly intentional typographic hierarchy. Sentient (Indian Type Foundry) serves as the primary brand font, delivering a modern, professional feel rooted in intelligent precision. We paired this with Cabin (Impallari Type) as the secondary font, which injects humanist warmth, approachability, and trustworthy stability into the brand's communication.
Secure. Voluntary. Life-Affirming.
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Advocacy Through Action
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Color System
The organization's previous palette relied on the bright greens, light blues, and purples traditionally associated with mental health and suicide awareness. Because Hold My Guns is shifting its primary focus toward 2A legislative advocacy and professional sponsorships, this color system was no longer appropriate.
We built a grounded, authoritative palette of bronze, black, charcoal, grey, and white. While these are recognizable colors within the firearms industry, we developed unique application guidelines to ensure the brand commands respect and stands out confidently from the crowd.
Coming Soon
Results and performance metrics for this engagement are being compiled and will be published here when available.