W.I.P.

Out of the Closet is a non-profit thrift store which supports AIDs research, by donating 95% of its profits to the AIDs Healthcare Foundation (AHF). Since 1991, Out of the Closet has been a top thrift store in Los Angeles, with an identity that has stayed the same since it was first founded. Thrift stores have evolved over the years and have become a source of creative inspiration to the community. The new identity allows Out of the Closet to be that source, all while saving lives and furthering AIDs research. 

The new identity system keeps the existing spirit of Out of the Closet—whacky, imperfect and colorful—with a focus in the evolved culture of repurposing. The identity reflects the organic human interaction and nature of thrift stores. Forms in the new wordmark as well as the visual language play with the idea of imperfection and interaction.