brand
Fashion Cities Coalition
Creation of the brand for the Fashion Cities Coalition, the international coalition of fashion capitals initiated by Paris Good Fashion with the Global Fashion Agenda. Its purpose is to pass on, from city to city among the eight founding members, a methodology for thinking through, implementing and leading change.
The brand had to stand for the craft of fashion, its elegance and its inventiveness, in a form of innovation that escapes the usual clichés of technology. It rests on a very soft colour range, six quiet tones and a tangerine accent, carried through the whole body of post-photographic imagery.
brand elements
logo · the f of fashion between two open c's, a chain ready to take new links
monogramClash DisplayChillaxJetBrains Monotypography · headings, body, captions and codes
palette · porcelain, almond, willow, gray, blue, olive · six quiet tones, a day and a dusk · plus the tangerine accent
city labels · gps coordinates, pictogram, signature and series code
city pictograms · paris, milano, new york, london, copenhagen, cotonou, dubai, singapore“Together, we move faster.”
primary lockup“A fuller elegance, of body and of mind.”
tagline · public visioninspiring, without lecturingaccessible, never jargon-heavydriven by action, proof before promisecollective and humantone of voice · four attributes
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the full case study is available on request