This new American made ammunition brand needed a visual identity.

Playing off of the "F" and "O" in the name, we created a mark that resembles the end of a bullet while also creating a "you are here" type marker that can be used across materials.

After much research in other ammunition brands, we found yellow was an un-tapped color in the space. Because ammunition is a brassy-gold color, we leaned into that for the color pallet.