Individual Expression: “This Is Who I Am – Love It or Hate It!”
Situation: Creating Brand Identity for Urban Clothing Line
Individual Expression is a urban clothing line for individual who want to express themselves through fashion.
When an individual wears this clothing line they are stating “this is who I am – love it or hate it!”. Because you are what you wear!
The urban clothing market is competitive, with numerous brands competing for attention. Individual Expression needed a brand identity that would communicate their unique positioning: clothing for self-expression through fashion, inspired by biker culture and wild west aesthetics.
Task: Create Striking, Powerful Brand Mark
The challenge required:
- Striking design: Logo that is striking, powerful, and larger than life
- Biker culture: Brand mark that hints at biker culture
- Individual expression: Clothing line for self-expression through fashion
- Bold statement: Brand mark that communicates “this is who I am – love it or hate it!”
Product Line: Complete Urban Clothing Collection
Individual expression design Pants, denim jeans, t-shirts, shirts, jackets, sweatshirts, shorts, and more. To express this message, the client wanted a logo that was striking, powerful, and larger than life. They were inspired by the biker culture and wanted a brand mark that hinted at that too. Having worked with Spellbrand in the past, it was most logical for them to approach us to help them with this new venture.
Action: Strategic Brand Development
Brand Solution: Wild West Meets Biker Culture
Right off the bat, the creative team at Spellbrand decided to approach the design from two angles – the wild west and a biker jacket style. After some in-depth research and brand strategy sessions, we came up with a few different designs that focused more on typography and treatment.
This design approach:
- Combines aesthetics: Wild west and biker jacket style create striking design
- Inspires from culture: Biker culture inspiration informs design
- Focuses on typography: Designs focused on typography and treatment
- Informs through research: Brand strategy sessions inform design decisions
Logo Design: Tattoo-Style Brand Mark
The client chose this final design which almost looks like a tattoo. The design showcases the name “Individual Expression” in an old west font and is flanked on both sides by wings. There are also two stars on either side of the name representing two of the five partners who started this urban clothing line. Below the name is an ornament with two leading diamonds on either side. The top of the logo has abstract old west bull horns with 3 more stars representing the other 3 of the start-up group.
This logo design works because:
- Tattoo aesthetic: Almost looks like a tattoo
- Old west font: “Individual Expression” in old west typography
- Wings: Flanked on both sides by wings
- Partner stars: Two stars representing two of five partners
- Diamonds: Ornament with two leading diamonds
- Bull horns: Abstract old west bull horns with 3 more stars (other 3 partners)
Result: Brand Identity That Makes a Statement
The brand identity we created for Individual Expression successfully creates a striking, powerful, and larger than life brand mark. The comprehensive brand transformation delivers:
Strategic Outcomes
- Striking design: Logo successfully creates striking, powerful, and larger than life brand mark
- Biker culture: Brand mark hints at biker culture
- Individual expression: Brand communicates self-expression through fashion
- Bold statement: Brand mark communicates “this is who I am – love it or hate it!”
- Complete brand system: Tattoo-style logo, old west font, wings, stars, diamonds, and bull horns create unified experience
Implementation Success
Today, Individual Expression uses this comprehensive brand identity to attract individuals who want to express themselves through fashion. The tattoo-style logo design with old west font, wings, stars representing partners, diamonds, and bull horns creates a memorable brand mark that tells customers “this is who I am – love it or hate it!” – because you are what you wear! The brand successfully positions Individual Expression as an urban clothing line that designs pants, denim jeans, t-shirts, shirts, jackets, sweatshirts, shorts, and more, with a brand mark that is striking, powerful, and larger than life, inspired by biker culture and wild west aesthetics.
