Love Army is a streetwear and lifestyle brand with “Do What You Love” as its message.

The concept behind the identity mark of the brand is to mold together elements that signify “Love” and “Army” in one, with the objective of becoming iconic in a neutral aspect, instead of becoming too concentrated on the word “Love,” which might make the mark too feminine, or the word “Army,” which might be too masculine.

In the end, the result is a chevron type icon which uses the negative space to create the inverted heart.

Visit the brand at LoveArmy.com or follow it on social media @lovearmy (FB/IG/Youtube/Twitter)