brand redesign
Logotype
The concept behind the new logo originates from how ASOS built its brand from being an online-only shop. The logo reflects this online and digital element by using the text cursor at the end of the type. ASOS has already established itself as a strong brand, so changing its logo completely would be counter-productive for the brand. By keeping the logo just type, it is similar to the old logo therefore still familiar with the brand’s existing customers. As well as representing the text cursor, it also acts as a separator between the main type and other aspects such as sub-headings, images, icons and banners.
Typography
Headlines & Titles
Subtitles & Body Copy
Oscine is a more suitable typeface than the original as it is not as sharp and harsh; the corners are rounded and there are less accents on the type. This goes well with ASOS as it is a very familiar and user-friendly brand and website. Even though this typeface is rounded and a sans-serif, it is still quite bold and heavy, meaning that it won’t get lost amongst other logos and amongst different imagery and elements on their website.
Colour
#cac02d
#ffffff
#1d1d1b
With the rebrand, ASOS has been simplified to represent the modern nature of the organisation. Rather than having many different neon colours like it previously had, it has now been stripped back to a dark grey and white with accents of a gold tone. This keeps the brand looking fresh hand modern, but the gold adds a warmth to the design so the users can still connect to it. The rest of the colour will come from the product pictures, meaning the website will not look too bare and harsh.
Digital
Signage
With the signage used for the new ASOS brand, it uses the same three colours throughout the brand; white, grey and gold. This consistency strengthens the brand as people will recognise it from online and now it is implemented into the new physical space for the new stores. The design is kept very minimal, using only Oscine as the typeface, three colours and minimal imagery. The visuals are very modern and contemporary, this will appeal to the demographic who hop at ASOS while also making a stimulating and visually appealing image to liven up the shop fronts.
Lookbook
Logo Guidelines
Do not distort the logo.
DISCOVER FASHION
Do not place text over the logo.
Do not add an outline to a filled in logo.
sub-title
The logo should always be placed in centre aligned with whatever page it may be on. It should be at the top or bottom of the page, never touching the edge. Exceptions can be made for decoration purposes when it comes to placement. Centre alignment depends on whether there is a sub-title:
Do not add a frame around the logo.
No sub-title = Centre logo Sub-title = Centre ‘type cursor’