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Amo Store by Studio SP–GD

Opinion by Richard Baird Posted 22 April 2014

Logo and business cards for Melbourne shoe boutique Amo Store by designed Studio SP–GD

Amo Store is a soon to launch Melbourne based men and women’s shoe boutique that will retail a curated collection of familiar brands and exclusive independent labels as well as clothing and accessories ranges to match. The store recently commissioned Studio SP-GD to develop a ‘simplistic’ brand identity that would effortlessly extend across a variety of formats.

Amo Store logo by designed Studio SP–GD

Based around a logo, pattern and mark bound by light consistent line weights and executed with little variation across signage, website, vouchers, waxed rope handled bags and gift wrap tissue paper, the solution mixes some of the design cues established by the high fashion industry with the client’s “appreciation for a minimal design”.

Logo and stationery for Melbourne shoe boutique Amo Store by designed Studio SP–GD

The uppercase sans-serif characters of Johnston Underground, plenty of white unprinted space and structured stationery layouts effectively leverage a current retrospective appreciation given contemporary consideration and while the pattern offers little in the way of proprietary character the good quality uncoated paper, print, blind deboss finish, stickers and diagonal cuts work well to add a subtle detail to the few graphic components.

Design: Studio SP-GD
Opinion: Richard Baird

Logo and stationery for Melbourne shoe boutique Amo Store by designed Studio SP–GD Logo and stationery for Melbourne shoe boutique Amo Store by designed Studio SP–GD Bag for Melbourne shoe boutique Amo Store by designed Studio SP–GD Logo and business cards for Melbourne shoe boutique Amo Store by designed Studio SP–GD