AGUANTE

The identity of a streetwear label born in the stands: tradition, street culture and Argentine passion, drawn with a firmer hand.

Brand: AGUANTE
Year: 2025
Scope: Identity, family of marks, brand manual
Base: Buenos Aires

AGUANTE sticker on a stadium railing, with the crowd behind · [YURINEHUEN]

The logo

An evolution,
not a break.

The logo keeps its essence and gains legibility, impact and range. It moved to ITC Avant Garde Gothic Pro, with tracking at -75 and custom kerning, for a compact and balanced mark that signs with its motto: La pasión no se negocia.

AGUANTE. La pasión no se negocia · [YURINEHUEN] — The logo with its motto

Before and after

Kerning and tracking

The family

A mark for
every place.

Beyond the logotype: a laurel, a crest, the A and a motto, De la tribuna a la calle, so the brand can sign a label, a patch, a cap or a whole front with the same voice.

Laurel

Crest

Motto

The A

Logotype

Classic logotype

The monogram

A signature
made to be stitched.

The interlaced initials, drawn to be embroidered, knitted or debossed: the brand at its smallest and most personal, recognisable even without the name.

Monogram, on black

Monogram, on bone

Color and type

Black and bone,
and nothing else.

Two colors that hold on any surface or material, and leave room for special pieces and collaborations. ITC Avant Garde Gothic Pro for the logo, Sloop for the motto and Neue Haas Grotesk Display Pro for social media.