Technology is the focus of our age, yet no form of life can exist without nature. We drew our mark around that truth: a relationship where each helps the other, never one living off the other.
Every line is measured, so that what is built and what is alive can grow side by side.
Say it as Animal KingdomANML KNDM is spoken as Animal Kingdom. We chose the name because our goal is to represent every animal, not one kind.
Why a tech typefaceThe tech-style lettering is on purpose. We are for technology and for nature, and we want both to thrive at the same time, each supporting the other, which they do not do yet. That is a big goal, and we may not see it done in our lifetime. We hope the spirit of ANML KNDM passes to the next generation, and the generation after, until the vision is realized. The triangle mesh we drew, the template every one of our designs is built on, carries that same hope: everything is a piece of the puzzle, and every piece is of equal value.
Concept
Fragments, brought together.
Look closely and you will see the lion is made of triangles. Each piece stands for an animal not yet recognized as needing help, and for the people whose effort goes unseen.
Alone, each effort goes unnoticed. Our vision is to bring all the fragments together and make them shine.
Brought together, they shine.
Stealth
Stealth, until a light shines on it.
At rest, the lion is black and quiet. When a light shines on it, every line shows its colors, and in photos it shines extra bright, making you the spotlight of the group.
That is what we want to do: bring more help to the animals least recognized as needing it, and shine a light on the people who put in the effort.
The apparel design
At restThe hoodie stays stealth, black on black, low-key and easy to wear anywhere.
In photosWhen a light shines on it, the logo pops in vibrant color, and in photos it shines extra bright. In a group shot, you are the spotlight.
That effect is no accident. We researched materials until we found the one that catches light the way our logo needed to, and we chose it specifically for ANML KNDM.
Pride
Wear it with pride.
Lions look strong and powerful, so people assume the king needs no help. That is exactly why the lion is our first release: even the king needs help.
A group of lions is called a pride. When we ask you to wear our apparel with pride, we mean both: be proud that you are part of the help, and be united through our design, like a pride of lions. No one left out, no animal left behind. The Lion is only the first. Each series, a new animal takes the lead, which is why this first one is Series 001.
Click to see how these colors work as our brand gradient
Blossom#FF2BE6
Twilight#7A2BFF
Water#2BF0FF
Forest#3BFF9A
Grassland#B8FF3B
Sun#FFF02B
Coral#FF7A8A
Each color stands for a part of the world and the animal kingdom, and they are the colors that appear when light shines on our icon. The gradient plays on the word pride: we are proud of what we do, and our community is a pride. We chose the materials for our apparel for exactly that purpose.
Elements
A small world, made of pieces.
The living scene on our home page says it in motion.
User
A fragment that is you.
Even the pointer is part of the design.
The fragment
Your cursor is a single fragment of our triangle mesh. It stands for you: your presence in the world, and your place in ANML KNDM and its community.
On hover
Over anything you can press, two more triangles swing out beside it. Together the three make a paw, so that we and the animals are one.
The idle lion
Leave the page alone for 10 seconds and the fragments across the screen gather into a lion, each piece finding its place, the way we want to put every piece of the puzzle together into one community. Move again and the lion spreads back out across the screen: our community going out across the world, and our influence reaching far and wide.
Leave the screen alone for a minute, with no touch and no scroll, and the fragments across it gather into a lion, each piece finding its place, the way we want to put every piece of the puzzle together into one community. Touch or scroll again and the lion spreads back out across the screen: our community going out across the world, and our influence reaching far and wide.
Material
Warm like the field.
Inside every hoodie is a deep, plush fleece, soft and full like an open meadow. It holds your warmth the way a field shelters the animals that live in it.
A field is where animals feel safe, and this lining is made to feel the same way on you: calm, protected and at ease. We chose the material for that reason, so the comfort you wear carries the care we want to give back to wildlife.
