Fell in love with this identity design for The Department Store the moment I first saw it. Once you see it applied throughout the store and other brand collateral, you can see why I like it so much. Designed by Brogen Averill.
I still don't fully understand why design of this nature appeals to me so much, when I see something like this I feel so many positive emotions, the logo is clean, stylish, contains itself with a generous helping of white space, yet defined by a super thick keyline.
This keyline is saying 'nothing enters past these gates, what is in here is sacred land' and does a great job of providing the boundaries that so many logo designs don't have.
This container thus provides a solid platform to clearly state it's message, not just the brand name but with other key store wayfinding signs. You can change the wording but you still retain the structure and appearance of the overall identity.
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