Fertile? Clothing identity and print design Using fertility as a metaphor for creativity, the Fertile? Clothing brand was developed around consumers who consider themselves to be ‘fertile’ with ideas. The mark was created as an F that can be read as two different images. One being the masculine sperm, which was rendered playfully to offset the taboo that sperm connotates. The other more subtle reading is a blooming flower bud, allowing the brand to sway more towards a feminine audience.