To get a better insight, I also went onto researching some modern clothing brands and how they utilise their logo and their overall aesthetics.
I began by looking into the most popular and 'trendy' high street brands.
Urban Outfitters is undoubtably one of the most marketable brands on the high street at the moment. The store is renowned for being trendy and applies contemporary principles in order to appeal to a paradigm of young adults/students. Here you can see two examples of Urban Outfitters branding, a full logotype and more of an iconic logo. The bold sans serif immediately drawing the audience in, alongside the geometric element, it is very circular and clearly there has been a grid used to keep it balanced.
Again, Topshop is probably the most iconic store on the high street, appealing to both females & males with Topman. It isn't until now that I have noticed what a difference there is between both these brand's logotypes. Topshop is thin, clean and delicate; attempting to appeal to female audience, whereas the Topman logo is much more sturdy, bold and masculine obviously to cater to a more male target audience. For both these brands simplicity is everything, not much more is needed as they are already very popular and known for being on trend and fashionable.
Drop Dead is a "compact store for edgy and trashy, own-brand tops, leggings and accessories for men and women." Back in the day this brand was exclusively targeted at young adolescents who identified with the 'scene' or 'emo' subculture as it is owned by vocalist of the then metalcore band Bring Me The Horizon, Oli Sykes. Many of their fans associated themselves with this subculture. As times changed, Drop Dead got several very extensive rebrands over the years and now the logo is very slick and unique. The designer has obviously taken inspiration from the Satantic symbol the Leviathan Cross and played on the Drop Dead "DD":
The next brand I analysed was UNIF:
UNIF is a cult brand, dedicated to stocking unique clothing and accessories. Again with a similar target audience of young 'fashionable' adults, UNIF stands out with it's controversial slogans and bold clothing designs. The logo as you can see here is bold itself, using a sharp triangle with a very realistic looking eye in the middle. Personally I find the eye quite unnerving and I dont think it stands out enough; however this could be the what the designer of this logo had in mind. You see the eye clearer the more you look at the logo, it's unsettling and gradual. The type used here is also very bold but clean, stylish and spacious, balancing well with the bottom of the triangle shape. Personally I feel as though this logo has potential but has fallen in places, for example the small details within the shape. I feel as though simplifying this would allow the logo to look more professional and tidy.
Looking into brands who have a vibe similar to what I'm going for for Chonaic was extremely beneficial and has given me a lot of insight into modern/clean looking logos.
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