Jason Fox, otherwise known as Foxy, is a former Royal Marine Commando and Special Forces Sergeant. Best known as an Instructor for Channel 4’s hit show, SAS: Who Dares Wins.

Taking inspiration from his military heritage we styled a logo mark incorporating his nickname and rank. Developing the visual language, a custom headline typeface was developed. Foxtrot Bold Rounded is a strong, utilitarian face that draws from military markings often seen across equipment, clothing and vehicles and helps jell the identity together. 

The resulting brand is clean, functional and professional whilst maintaining an air of authenticity - the perfect representation of the man himself.


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