The ZZ logo had to feel like chess without looking like chess.
The chess clock was too direct , so were any of the chess pieces.
Chess knights are almost always used in names and logos. Infact, a book by Dostoyevsky is also named White Knights.
The hourglass with the two Zs Intertwined.
a̷b̷c̷d̷ ZZ
We wanted to devise a branding system that tells the ethos of the brand no matter where it’s printed without naming us or using our logo. That’s where a̷b̷c̷d̷ ZZ was born.
We want to make products that are intentional. We’re not a streetwear brand. If we want to make a statement, we try to do it with typography and ethos and not loud graphics.
We are not a streetwear brand
We want to make products that are intentional . We’re not a streetwear brand . If we want to make a statement , we try to do it with typography and ethos and not loud graphics .
Chess moves. They don’t stop at the board.
FIDE-rated chess player. Amateur poet & pianist. Former risk analyst. Odd resume, one thread: I’ve spent my life studying how people move under pressure.
Zugzwang is a position in chess and in life where every move makes things worse, but you still have to move
ABIR
