Brand Identity (SustainYourStyle, n.d.)
“after five” refers to the time after a “9 to 5” job where it’s time to wind down and get comfortable on the couch. we wanted to capitalize on the fact that loungewear for after a long work or school day can be comfortable and cute but also save the environment. our Womens wear logo includes a pink and blue wash in the background, looking like dye in water. The colors represent our color palette and the items in our visual range. “AF” in script is inspired by an olay whips Advertisement in which the script made it look soft and wispy, like a cloud. We took that idea because we want our clothes to feel light, airy, and soft, like a cloud. While keeping our clothing able to wear in public by creating a refined idea of what loungewear is, we emanated this with the sleek “after five” below it. This logo will appear as a header to our Womens wear website page. 9
