Lee Cooper launches new identity to celebrate centenary

Denim brand Lee Cooper this week launches a new visual identity, designed by French cult designer Ora Ito, to celebrate its centenary.

As part of the logo, a series of different executions ‘tile and stack’ the traditional Lee Cooper diamond to spell out the number 100. It has retro overtones reminiscent of 1980s puzzles, Rubik’s Cubes and early computer graphics.

The traditional Lee Cooper script remains, linking the marque with its heritage and brand identity. Both characters sit inside the traditional logo’s brick red lozenge shape.

Additionally, Lee Cooper will launch a long-term series of collaborations with world-renowned designers, celebrities and other iconic brands.

Ito’s pieces for the collection are based on origami, and his Ora-gami Jeans and Jackets range will launch in the autumn and winter, along with a T-shirt featuring a ‘dog print’ created from the diamond logo. The diamond is also mirrored on the detailing on the origami folds, details on the garments and also on the branding.

Ito is well known for his 2002 aluminium Heineken bottle design, while in 2006 and 2007 he received France’s industrial award for most innovative architect.