When tasked with creating a logo, designers often explore hundreds of type options and graphic treatments that never see the light of day. With Devon’s logo, I wanted to find a special treatment that addressed her design approach in a way that would feel fresh and unexpected for Reformation. She had given us a list of phrases that described what she wanted the collection to be - ‘2001 does 1970s’ really stuck out when we were developing the brand identity. She had chosen a powder blue background color for the page in her moodboard that also felt important. I did two explorations for Devon’s logo - digital and analog. We considered typefaces that were used during Y2K but had been developed in the 70s, or that echoed the spaceage aesthetic that was present in both eras. We also leaned into Devon’s philosophy that the collection was innately girly and that it was the small details, like bows and buttons that gave it that thoughtful femininity, and made a girl feel her best. With that in mind my designers tackled a series of couture logos with ribbons, pins, and silver leaf, along with our digital drawings that engaged geometric shapes and familiar techie fonts. The video above is just a taste of the explore, eventually landing on our lockup based on the signature typeface from ‘The Matrix,’ OCR-A.