Commodity, Cause, Crisis & Chaos
Brand Identities
For my Identity and Brand Design class semester-long project, I was prompted to design a brand identity, consisting of only a logo and slogan, for four brands; each being a commodity, a cause, a brand in crisis, and a brand to cause chaos.
Commodity: Air
This brand identity aims to present a commodity, air, as a product that is desirable. To achieve this, I created a name that explicity refers to the product while representing its value to human life. The name “fair” was inspired by wanting to create something accessible by all. The name “fair” was integrated with a symbol that represents air and its fragility: a bubble.
After multiple refinements, I landed on the iteration you see to the right.
The slogan, “take a deep breath,” is representative of our product by utilizing a universal phrase.
Crisis: Levi’s
Levi’s, a classic American denim brand, is slowly losing its credibility as a quality denim brand due to its use of cheaper fabrics and inconsistent fits. This brand identity aims to redesign a brand in crisis. To achieve this, I created a name that explicity refers to the product while representing its value. The name was inspired by the word “original,” in hopes to represent Levi’s “original” and classic reputation, combined with “jeans”, for obvious reasons, resulting in “orijeans.” The name “orijeans” was integrated with the current Levi’s logo, recolored to indigo, representing the dye used in creating the highest quality of denim.
After multiple refinements, I landed on the iteration you see to the right.
The slogan, “return to your roots” is representative of our goal for the brand’s revamped identity.
Cause: Fast Fashion
This brand identity aims to present a cause, fast fashion, as a product that is desirable. To achieve this, I created a name that explicity refers to the product while representing its value. The name was inspired by a play on the phrase “not so fast” and the concept of “fast fashion,” resulting in “not so fast fashion.” The name “not so fast fashion” was integrated with a symbol that represents the cause: a hanger finishing with an arrow, mirroring the universal “recycle” logo.
After multiple refinements, I landed on the iteration you see to the right.
The slogan “put it back” is representative of the cause, encouraging people to put their clothing back into their closets, rather than fall into the cycle of fast fashion.
Chaos: IDK?
This brand identity aims to present a chaos as a product that is desirable. To achieve this, I created a name that causes confusion and intrigue, creating chaos. The name was inspired by the existing brand “Guess.” I recall once wearing a piece of clothing from Guess, and when someone asked where it was from, I responded “Guess,” causing confusion. IDK? is another iteration of this notion and aims to arise similar attention. The name “IDK?” was simply represented in large, sans serif block lettering, mirroring DKNY’s logo structure.
After multiple refinements, I landed on the iteration you see to the right.
The slogan “what is this brand” aims to intrigue and entice viewers, causing them to interact with it in search for the possibility of what the brand may be.