To Wear is Human

The idea of a logo that can stretch and adapt as a visual metaphor for a clothing brand that can also stretch and adapt (to body types and genders) isn’t particularly groundbreaking but that doesn’t take away from the simple satisfaction of extending letters in pretty radical ways. The combination of letters in the name lends itself really well for this treatment — if there had been an “S” in there it would have been havoc — with the “N”s providing the most dramatic-looking shifts as the angled stroke expands left and right. With the animation being so basic, I think it needed some fancier easing in and out or something more jerky and kinetic to take it to the next level.The applications are mostly good but there is like two or three different identities in here with different looks each. There is the business cards and letterhead that are all slick in black backgrounds and thin typography, then there is the cases where a thick “N” frame is used, then there is a really wide range of patterns available that are all far too different from each other, and, finally — the most effective approach in my view — the instances where the logos turn a hard corner and stretch all the way to the edges, as in the flyers and lookbook. Overall, this could use some editing and more targeted visual direction but the identity and applications benefit from the hip-looking people in the funky clothes that ultimately help convey the vibe of the brand and who the audience is.