Logo and Branding: Smith-Wykes

Smith-Wykes is a London and Paris-based male fashion brand driven by the values of ‘creative independence’ ‘generosity of spirit’ and the ‘celebration of character.’ The brand’s visual identity, a combination of simple a san serif logo-type, a reductionist twist on the classic and often highly illustrated crest and a deep blind emboss – created by Studio Small - puts a contemporary and practical spin on traditional values and visuals alongside subtle craft cues.

The logo-type is a pretty straightforward but well spaced uppercase, humanist, sans-serif letter-forms built from a consistent line weight and square terminals that delivers a timeless neutrality which suitably reflects the practical and elemental nature of clothing. In contrast the crest offers a lighter sense of detail and a conceptual layer that draws from the era of the traditional gentleman – a smart but perhaps stereo-typical distillation of distinction, good taste and a desire for handcrafted wares – executed with the restraint of a dual line weight, a solid eye for internal space and the absence of superfluous elements. Its simplicity is elevated by the tactile, craft qualities and on-trend use of a blind emboss across a white, straight-cut substrate that, in conjunction with a single black print treatment, unites and enhances the colour and mixed texture of the collections.

The result is a smart but subtle solution that appropriates the idealistic philosophies associated with the past but delivers these in a modern and visually restrained way, appropriately reflecting the masculine, refined and detail-focused aesthetic of Smith-Wykes’ clothing.

Visit the BP&O Logo Gallery for a chronological guide to all the identities reviewed on BP&O.

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Richard Baird Richard is a British freelance designer and writer who specialises in visual identities and packaging. He’s written for Brand New, Design Week and The Dieline, featured in Computer Arts magazine and also runs the resource Design Survival. Follow:     |     Twitter     |     Facebook     |     Portfolio     |     Contact