"Fashion for the mechanics in our lives"
I wanted to bring the fashion of mechanics to the forefront with this logo. For a clothing company so simple in every aspect of its ethos, my brief was to keep this Japanese inspired fashion start-up simple. The Icon itself is a piston as well as giving the illusion of a Japanese alphabet character. The 'road sign' feel is also homage to the signage seen on the streets of japan with the purpose to blend in with the whole automotive feel.
The extended square for the three letter city code of London is purposeful in case the company decide in future to have offices in other cities around the world other then their warehouse in London. The B&W colour scheme can of course be inverted but also juxtaposed to other prime colours. The Logo is itself simple, futuristic and clean as described in the brief.
