Conversing with Lex, over email, he outlined a business which used a similar design to his 'vision' for the identity; Sick Silk. Which has a very elegant clean logotype, as you can see below. Using calligraphy to represent an upmarket brand.
Calligraphy is quite an old technique, done by hand, which usually is associated with traditional methods, equality and care. This in some ways conflicts with the current logotype used by BB! Clothing. As pictured below.
Which is quite blocky and solid, using a modern gothic font, which represents modernity, structure and simplicity. Perhaps there might be a way to bring the values of the logotypes together.
The Sik Silk website showcases the design and the minimal aesthetics, being very clean and elegant. Which works with the elegant simplistic logotype, really focusing and drawing attention to the products, rather than the surrounding design.
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