HYPEWEAR.
Digital fashion by ABOUT YOU.
We created the logo design for ‘The first digital fashion marketplace for everyone – curated by ABOUT YOU.’ The versatile design allows for standalone wordmark use or incorporation with graphic elements, adaptable across various colour schemes. We paid attention to the visual appeal and the changing trends in NFTs and digital art to make sure the logo fits well in this growing industry.
The design elements.
The HYPEWEAR logo consists of a wordmark with an optimal readability even for smaller usage. It can be seen combined with the ABOUT YOU logo, optionally with a claim and a dynamic ‘squiggle’ element. Dynamic - because literally: it‘s able to move, squiggle in an area, around the word mark. We created it this way - as a separate element that interacts with the logo wordmark - so that HYPEWEAR can be more flexible in terms of changing trends, meaning in the coming years the graphic element can be swapped and exchanged - just like digital fashion.
This way, we can guarantee that HYPEWEAR will always be on trend, contemporary and state of the art - while keeping our base and brand recognisability at the same time.
Additionally, the current HYPEWEAR ‘squiggle’ can embrace a variety of different gradients depending on positive negative usage of the logo & claim, both lighter and darker versions were created to ensure usage across a wide range of implementation.
Credits
Consultant and Implementation Partner: DEPT Agency.
Creative Direction: Daniel Schweinzer. Design & Art Direction: Eliza Mallender, Sarah Grote