Hugh Miller’s team at Pentagram worked with men’s fashion brand HUIT to help tell its story through a new visual identity, crafting a more elevated, premium expression while providing the flexibility for the brand to evolve. Part of this included the design of a new logo. This moves away from what was an aggressive and sharp symbol that called to mind a kestrel and far closer to the intended look of an owl. The rounded terminals around the eyes, and almost ink bleed-like absence of sharpness at the intersections around the brow softens the symbol. The overall effect is gentler and in application understated.