Firefighters have some strict requirements when it comes to their equipment. Their gear needs to be well-made, reliable, and provide protection from the challenging conditions of the job. Ashguard set out to make a new line of firefighting gloves that check all of these boxes and more. To launch the products, they needed a brand identity and visual system that conveyed the same sense of strength, dependability, and quality. We designed a logo and visual identity system that positions this new brand to reach the fire service community and offer a compelling new product that can add a new layer of safety to firefighters’ turnout gear arsenal.