HOIG Luxury European Outerwear and Accessories Brand

Creating a brand identity for this luxury, high-income clientele, the Swiss-German accessories brand proved to be tricky. It was difficult to commit to a creative direction and follow it through, to strike a precise tone with the typography and logomark. There was the traditional route, where the logo could resemble staple designer brands such as Hermès, Dior, or Gucci with a serif font. On the other hand, there was a bolder, adventure-centered design approach, reminiscent of brands like Moncler or Arc’teryx.

The distorted, horizontally mirrored, symmetrical design evokes the appearance of sophistication by relying on seamless checkerboard patterns like the famous houndstooth pattern found in European high-fashion pieces. This logo also draws inspiration from Middle Age European royal flag designs and slightly emulates a technique seen on Maryland’s state flag. In retrospect, while the design, even in its initial form, had a solid foundation, more kerning and additional subtle design elements and a thinner path thickness would aid the design in later iterations.