The “files” is symbolic, it does NOT appear in the logo. It is however a way of presenting new projects by adding the name before the slash.
The Classified logo was made in 2019 and has only overseen 1 minor change to the spacing of the letters since. It represents that which is hidden above and beyond. The slash opens the “folder” just like on a PC and the full stop indicates there are no further contents to be found, this is a deep as one can dig. At the same time, both the slash and the dot reference morse code.
.- … -.- / -. — – / .– …. .- – / -.– — ..- .-. / -.-. — ..- -. – .-. -.– / -.-. .- -. / -.. — / ..-. — .-. / -.– — ..- –..– / -… ..- – / .– …. .- – / -.– — ..- / -.-. .- -. / -.. — / ..-. — .-. / -.– — ..- .-. / -.-. — ..- -. – .-. -.–
Ask not what your country can do for you, but what you can do for your country
– John F. Kennedy
This was the brand’s first ever video, it was a tremendous success. Despite not having any prototypes of the products, there was an initiative to start developing the brand’s image. Thus, we conceptualized a video inspired by the style of “SE7EN” to convey the essence and direction of the brand.
A few months later, the capsule collection dropped and all stock was sold out within an hour of release.
The designs main focus was John F. Kennedy’s sister Rosemary, who suffered a tragic fate which many have no knowledge of. I thought it was a story worth telling. Kennedy’s secret sister, beauty of the family and pure representation of inocence, erased from existence at the age of 23 by the non-lincensed and experimental surgeon Walter Jackson Freeman II. Lobotomized and “cured” of her mental disabilities, after the procedure, Rosemary was immediately institutionalized. She initially lived for several years at Craig House, a private psychiatric hospital an hour north of New York City. In 1949, she was relocated to Jefferson, Wisconsin, where she lived for the rest of her life on the grounds of the St. Coletta School for Exceptional Children (formerly known as “St. Coletta Institute for Backward Youth”).
