Rhodes Wood

Many of the design decisions made previously hold weight. Within this specific industry, it is common for brands to use tools of the trade as pictoral logos. In our minds, we don’t see this as a strong decision to achieve differentiation.

We thought the monogram was a wonderful and elegant solution to achieve distinction. There were other elements of this design that we felt could be improved upon, however. In the current logo, there are some spacing issues, complications in finding balance, and an overall lack in timelessness that we hoped to bring back in our rendition of the mark.

After identifying the virtues of elegance, heritage, and refinement as key attributes of the brand, we began to explore different ways we could alter the current mark to better reflect these ideas.

To better balance the combination logo, we stacked the monogram on top of the wordmark and gave the monogram some breathing room from the enclosing shape. Additonally, we altered the enclosing shape from a six-sided to an eight-sided shape. We found the new shape to be more restful, and thought it resembled a cut gemstone, which is why we have decided to call this mark, “The Crown Jewel.”

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The bespoke menswear industry is an interesting and difficult case to implement logos. In fact, there is an intentional lack of logo presence throughout the industry. Bespoke and high end luxury fashion very intentionally does not feature flashy logos or brand names. Instead, logos are reserved only for storefronts, boxes, bags, and stationary.

Even so, we were able to implement a very elegant brand pattern in garment boxes, reminiscent of fine jewelery, continuing the theme of elegance and refinement.  

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