Working on the logo for Historica Clothiers was exactly how I assumed all jobs would go in art school. The client had a clear vision of what she wanted to represent, and ideas flowed easily. It was a delight to work with her, and bring this corporate identity to life.
When we started discussing the business and the logo, the client described what she was selling, and the inspiration behind it. She even provided sketches to get her meaning across. We took her initial concepts and narrowed them just the elements that fit her brand: a clothier (swords, horses, and other anachronistic items were out), with lines for both men and women, that focuses on very classic styling adapted for modern consumers.
We ended up with logo mark of a couple, formally dressed and gasping hands as if about to dance the night away. Its a representation of iconic moment that evokes a sense of glamour and sophistication. It sells the experience of the clothing line, without out being tied down to any particular product of that line.
The client’s style veered in the direction of a combination logo mark and logo type. We found a flexible set of elements that could use the mark as the H of the logo, or stand alone.
What we ended up with was a logo that could easily be transformed from the long rectangle useful on websites, to square or tall layouts good for more compact spaces. The style guide also included versions suitable for very small printing, by eliminating some details.
This was also a company that needed it’s logo presented on a wide variety of materials, from websites (no color or rendering limits) to embroidered clothing labels (every color costs more to add, and resolution is very low).
The color choice was the extremely simple palette of a black and white tuxedo, and will look good paired with any color clothing the company may offer.
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