Closed – brand ID
A new visual identity for fashion brand Closed
Client: closed
The contemporary Hamburg-based fashion brand begun its next chapter with a new visual identity—and bigger growth ambitions— including its logo, packaging and colour palette, with yellow selected for carrier bags, delivery boxes and some store elements.
“We felt it was time to modernize (the branding) a bit, and bring it up to speed with the product,” Closed co-chief executive officer Gordon Giers said, noting that its 25-year-old logo of vaguely military stencil lettering “was not representing the sophistication of the product we’re doing.”
The new logo incorporates the 33-degree angles that are a key feature of its signature X-shaped jean pockets. The logo lettering will also appear scattered as a new type of monogram on some garments and accessories.
