David O'Higgins was asked by Alexander McQueen to design the brand identity that would represent his idiosyncratic style and to create worldwide recognition. The ‘bad boy’ McQueen persona is rich with gossip. We based the identity on the industry myth where as an apprentice tailor at Gieves and Hawkes, he scrawled obscenities into the lining of a new jacket commissioned by the Prince of Wales. The typeface, Times New Roman, is known for its legibility and style that connotes patrician formality. There is also an eccentricity to certain of its letter forms, notably the ‘Q,’ with its lascivious tongue-like descender. This font perfectly conveyed the subversive nature of the fashion designers gestalt.. The ‘C’ was implanted into the ‘Q’ to suggest seed-like potential. Alexander McQueen has since become one of the most famous fashion brands in the world.