Ogo New York
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Ogo New York is an aspirational luxury fashion company that outfits the evolving, professional woman. Based in New York City, Ogo New York showcases a modern, cosmopolitan style that is quintessential New York.
PROJECT SCOPE
BRAND DISCOVERY
BRAND STRATEGY
BRAND IDENTITY DESIGN
UX+UI DESIGN
CHALLENGE
The client wanted a new identity that would visually reflect a modern luxury company, and effectively communicate this to its customers. The old logo looked dated and lacked clarity, and was being confused with that of an
average boutique.
APPROACH
As a brand, Ogo New York had never been defined. Its value proposition had not been contextualized with customers and competitors in mind, and no strategy work to align the brand with its business model had been done.
I proposed to do a brand discovery exercise to clarify who the target customers of the brand are, their unique needs, and extended this process to its business category, researching its closest competitors and the nature of the landscape of its market.
DISCOVERY
TARGET CUSTOMERS
COMPETITORS
INSPIRATIONAL BRANDS
STRATEGY
Strategy work commenced afterwards, as I embarked on writing a brand promise, positioning statement and defined core values and brand attributes.
POSITIONING
BRAND DEVELOPMENT
With the results of the brand strategy exercise, I was able to inform the brand development process, especially the logo design. Semiotics was used to discover options for shapes and symbols that already have the assigned meaning of luxury and style. This resulted in the idea of creating a logo using three interlocking circles.
The interlocking circles are typical of logos such as those of Audi, Gucci and Chanel, already existing luxury brands.
SEMIOTICS
TYPOGRAPHY
In constructing the three interlocking circles, I wanted to employ the use of a typeface similar to Didot, popularly used in high fashion. It has high contrasting strokes synonymous with timelessness and good taste. I sought out a typeface that is not as modern looking as Didot but communicates maturity and stability. I made this decision because I intended to pair the typeface with a geometric, modern looking one. A s result, I went with Baskerville Old Face.
The qualifier “New York” was rendered in Futura, a geometric sans serif typeface that pairs well with transitional typefaces like Baskerville and is considered to be a hallmark of modernism.
