Brand rationalisation for high street fashion clothing brand

Fat Face is one the UK’s strongest and most successful clothing names with an exceptionally well-recognised brand design. The company has enjoyed rapid growth across the UK with both high street and destination outlets and is extending internationally. Like many other contemporary fashion brands it features its logo design as a style feature on its products, often in a very creative and obvious way.

Brand Guidelines

Logo was appointed by Fat Face to develop extensive brand guidelines because the creative impulse across many different types of products was in danger of distorting and possibly devaluing the brand integrity. The guidelines we produced, working closely with the communications team, were very thorough in defining and regulating the use of the main brand.

In addition we created rules for all the elements including the strapline, brand signature and male and female product icons. Based on earlier versions of all of these we re-designed them to make them sharper, more reproducible on product and interconnected in brand styling.

The extension of the Fat Face product lines into outdoors accessories, sunglasses and footwear also needed guidelines and examples for application and we provided these along with rules for the main branding and also sub-branding and brand icons.

A new logo was created for Fat Face Technical, so that it would work effectively with the main brand design and as a stand-alone product identity.

A new logo was created for Fat Face Technical, so that it would work effectively with the main brand design and as a stand-alone product identity.

Following research across a number of Fat Face’s retail outlets we also produced instructions for how the branding was to be used in both permanent and promotion applications in-store. We then addressed how the design was used on packaging, shopping bags and other materials so that the Fat Face brand experience was consistent and showed brand integrity at all points of the brand experience.

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