Alexis Repole
CEO, Aleka Classics
CEO, Aleka Classics
A modern monogram for menswear
Joseph Robert Sommer had a vision for creating a modern, timeless and approachable line of products for men. His plan to develop a full collection of distinguished products including bags, accessories and shoes, required a unique signature mark.
Challenge
Joseph Robert is a new consumer brand intended to reach men who are fashionable, stylish and sleek. The brand needed to attract men who are also drawn to well-designed products and care about value. Joseph Roberts will launch as a modern, high quality, yet affordable brand with products sold wholesale, on amazon and direct to consumer on Shopify.
solution
We created a brand strategy, new logo mark, pattern and style guide to launch the Joseph Roberts collection. Rich blues, a distinctive symbol, and repeatable pattern allowed for flexibility throughout the brand system. The monogram created a sophisticated, approachable design to apply across the line of men's apparel and accessories.
RESULT
A masculine seal
The new logo established a unique brand presence using a modern JR monogram. The wordmark and icon created versatility to use both with text or independently as a symbol, allowing for endless possibilities for a branded line of accessories. Logo applications included - stamped in leather, embroidered on apparel, and printed in patterns.
letterforms
A Modern Monogram
While monograms are a timeless application of two letterforms, reinventing a modern application takes care and craft. The logo for Joseph Robert has both strength and energy with the J and R reaching and expanding beyond the limits of its boundaries - just like every successful man must do in life. That reach and expansion is what defines the Joseph Robert brand.
BRAND IDENTITY & STRUCTURE
Balance and harmony
Maintaining a balance in the spacing of the logo allows each element of the mark to create a sense of symmetry and harmony. The circle frame creates unity while the strong horizontal lines of the J and R letterforms interrupt the shape in an interlocking modern twist.
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