About

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Working as a creative art director, illustrator, and animator within the corporate spheres of gaming, casinos, and advertising for the past two decades, Def Logo Co has been my meditative passion project, and side hustle. It was born from a lifelong fascination with the power of logos to distill a brand’s entire identity into a single, recognizable mark.

 

My earliest memory of this passion takes me back to 1980s Melbourne, Australia. As a kid who lived and breathed skateboarding during an era when skateboard graphics ruled supreme, I saved up for months to buy a Powell Peralta "Bones Ripper" skateboard, convinced it was the only board that truly mattered. Neighborhood skate punks wore Bones Ripper t-shirts, and it featured prominently in skate videos and on magazine covers. The local skateboard shop felt like a clubhouse, with walls that were a riot of color, chaos, and creativity. Disappointed to find the Bones Ripper sold out, I nervously scanned the racks until the eye-catching “Flaming Dagger” graphic caught my attention. It was a yellow stain Tommy Guerrero model (a now rare find), and, as a bonus, it featured a small "Bones Ripper" logo on top—just enough to cement my obsession. That moment revealed to me that logos are more than just designs—they’re symbols of identity and culture that wield tremendous power.

 

Today, I strive to encapsulate this power into every logo I create. Whether you're building a new brand or refreshing your current identity, I bring the same passion and insight to every design. Let’s collaborate to create a logo strategy that stands out, forges a connection with your community, and evokes the same emotional loyalty I felt as a kid.

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- Wade Clark