With Julio Jones being among the NFL's most elite wide receivers, he needed a visual identity to represent his dynamic brand. In his first year in the league, his "freakish" athleticism quickly earned him the nickname "Optimus Prime." There were three major areas that I wanted to dial in on when creating this mark. Focusing on his initials and uniform number was essential for the logo to be undoubtedly, Julio Jones. Finally, I wanted to convey his combination of size, speed and strength. The intention of the mark was to hit all three parts.