Gant's much-needed identity update inspired by the brand's own past
Gant, America’s favourite home-grown preppy brand has just gotten a complete identity revamp. The fashion house selling men’s and women’s clothing and home textiles intended to move away from the yacht/golf/country club aesthetic and and take a step towards younger audiences falling for sporty-elegant luxury. Frequent changes in ownership, an ageing audience and outdated modes of marketing put the brand under the bland & boring label, especially amongst the more trend-driven buyers. Swedish studio Essen International was invited to create a new identity that would attract exactly this segment, and they delved into Gant’s history for inspiration.
Which is quite unsurprising, as applying visual elements from the past to create a fresh identity has been a trend for quite a while. It is an especially relevant technique for a fashion line whose strength lies in classic shapes and high quality, basic pieces. Luckily, Gant’s old logo speaks of an age when the company was at its peak, and its clean and airy typography works as a contemporary replacement to the previous square,-shaped and slightly nerdy wordmark. The redrawn logo appears on everything Gant-related from packaging to clothing tags, and Essen’s pack also involves a brand new “G” monogram-logo created for the Diamond G sub-branch. The sharper, more elegant overall outlook and heritage-brand aesthetic makes identifying with the brand definitely easier for the cosmopolitan youth.
Source: Creative Review
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