Radar has created the identity for South African fashion brand Coal with the aim of designing a “simple” logo that would showcase the fabrics, says the consultancy.
Radar created a logo which they intended to be “highly flexible”, with a “simple” typeface Noir, created by Danish type foundry PlayType.
“We wanted to create an identity that would always allow the fabric to be the hero,” says the consultancy. “We had to consider hwo the logo would work with brightly coloured clothing that would be shot for advertising.
They add: “We created one version of the logo in block, that could offset the strong fabric and one as an outline, which could be ‘filled’ with the fabric.
Radar also designed a fabric QR code, which allows viewers to view the brand’s current season catalogue when they scan it.
The identity has been rolled out across packaging, digital and print collateral and in-store communications.