Logo design

At the start of the branding and promotion module we were tasked with re-desiging a logo for a high street clothing store of our choice, preferably one in need of the job.

We picked Store Twenty One. Our research told us that the company had approximately 200 stores in the UK. They appeared to stock mostly women's clothing (but some men's and homewares), with no particular fashion appeal. Prices were at the lower end, but not as cheap as Primark. The stores appeared to be in less prestigious areas of towns, and were fairly small. We hypothesised that the customers consisted mostly of 40+ women, not interested in fashion, wanting cheap clothing, at convenient shops (not wanting to travel to larger towns or cities were Primark would be). We guessed that competition would be Primark, Peacocks, George at Asda.

The stores had totally uninspiring signage (akin to newsagents), and not much in the way of display posters inside. It looked like they had recently tried to re-design their logo (the three line logo).

Store Twenty One had originally started as an M&S clothing manufacturer 90 years ago, with a long heritage. We thought this might be something to capitalise on.

The key feelings we wanted to communicate were:

Value, trust, convenience, accessible, British

I drew some ideas as thumbnails

The following are my initial ideas. The top four I rejected, and the bottom two rows show my two preferred logos. I will develop these further by adding colour. I think the bottom one may be too feminine. The type was chosen to look more feminine and welcoming, with more traditional styles harking back to their heritage. I wanted to update their image by experimenting with vertical text.

The logos above are my final ideas.

The top row look distinctly more modern than their current one. The first logo lacks character, but the other three look feminine perhaps too much so, bearing in mind the store's customer base.

The bottom row conveys more of the feeling of history I wanted to associate with the brand, whilst the main typefaces on the final one (bottom right) look solid but friendly. Using 3 typefaces adds more interest. The type was centered to give a traditional feel. Reference to their year of founding was made to highlight their reliability and inferred good standards of workmanship. My reservation is that the layout is rather popular at the moment so may look dated soon. In addition, the bottm scripe font is not that legible.

The final iterations are below, in colour. The colours were chosen to appeal to the client base.