I’ve worked for David Reeves since 2008.
Recently he’s wanted a revamp of his logo, branding and website.
This is the story of how the logo was remade, starting at the end result and working backwards to the original design.
Here’s the new logo which is monolithic, like a NYC skyscraper, but has a sheen like fabric and the deep blue of a classy Savile row suit.
Here’s the favicon, the small mark to go in the web header.
This route nearly made it, but problems with the ‘S’ and it’s nearness to the brand COS ruled it out. It’s based on a 1950’s shadow typeface of Gill Sans Bold. It was originally supposed to be used with Gill Sans Bold in a light grey. Formal yet dynamic, sharply cut.
A negative version which is rather heavy.
This font is another 1950’s cut, this time of Castellar 400. It says classic English to me, with a dash of cruelty in the knife-like serifs.
An old cut of Albertus Titling gets a slash as a baseline. Again, very English, but the slash makes it shocking. The idea behind it was cutting cloth, scissor blades and negative shadows.
The same font but with England underneath. The England part was dropped as the surrounding copy and imagery would give that message.
Without the slash it looks a little too British Museum…
Some variations
I like this one below, the game it plays with your eyes is quite memorable.
We went through a “what typeface would Stanley Kubrick use” period.
Guess the film titles.
These just don’t look unique enough.
Some hand drawn logos. After spending a few hours on these I became quite attached to them, thought they were deemed a bit too retro.
These 6 logos below are the first ideas to revamp the design.
This is based on fabric moving.
Buttons 1
Buttons 2.
Nameplates.
Reduction of the existing logo.
Silverware marks.
And here’s the original logo. Which has elements of flags, tailors chalk, pinstripe and American newspaper headlines.
