SVI Design is working on brand guidelines for Victoria Beckham, to steer the roll-out of the pop star and designer’s brand across her denim, dresses and glasses collections.
SVI was appointed by Beckham’s management company 19 in the summer following a pitch, and, according to the consultancy’s founder Sasha Vidakovic, tasked with refreshing the former Spice Girl’s brand identity.
Vidakovic says the aim of the project was to base the identity ‘around Beckham’s brand guidelines’.
He says, ‘We felt the brand should be very calm and timeless.’ He adds that the identity has been simplified to make it solely typographic, although there may be some use of symbols in different applications, such as adding a ‘V’ to the riveting of jeans.
This identity is now rolling out across the range. Vidakovic is aiming for the work on the brand guidelines for the denim, dresses and glasses collections to be completed by the end of the year.
He adds, ‘Another important branding element is texture – Beckham is very fond of sensual experience. We hope the branding will use texture, touch and feel to add a different dimension.’