Company bio

SCD Apparel is a sportswear, school wear and workwear company; providing sporting clubs, schools and businesses with well-designed, quality garments and team wear.

SCOPE OF PROJECT

Logo Design
Visual Identity system

The Goal

An identity system that visualises progress, elegance and style, one that people aspire to wear and be seen in; was the ambition.

Application on a large and small scale was essential, given that the logo had to be utilised on an wide array of products, all of different fabric. The merchandise ranged from cycling gilets, puffer vests, caps and beanies; to tees and shorts.

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The Concept

Anything sporty screams loud, bold lines; and movement. But the catch here was that SCD is not just a sports apparel brand, but also catered to school and work wear. The design had to suit application on garments for all these categories for which reason, a monogram based on the initials S, C and D seemed to be the way forward. Balance here, was crucial.

The mark consists of all the three initials, 'S' being superior over all. A subtle tweak to the conventional letter 'S' was a game changer. The result suited all that the brief required of the design. To compliment the logo, the word mark 'SCD' was designed from scratch. A wide-tracked monospaced type portrays energy which was great for their sports wear, but also adds an element of sophistication which rightly suited their business wear.

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Element arrangement affects the way customers perceive the logo. The spacing between the mark and the type is a delicate factor because if overdone, the elements can look isolated and in-cohesive. The colour scheme revolved around a bright and dynamic yellow, implying energy, movement and health; enhancing the logo's effectiveness.

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The Outcome

Any design is dead without practical use. After the decision to go ahead with the proposed concept, renders of the logo on likely products were presented to the client to help put the design system into perspective. This immensely helped the client understand and envision the design identity for the brand, and the concept was ratified.

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Mockup

Output and Impact

On release to the public, the new identity was widely accepted by their customers for its simple, yet strong and bold elements. They are now collaborating with several organisations and brands to reach to a wider audience and the identity system is helping them get through the process with ease. As envisioned, the logo and word mark have proven to be a success across all the merchandise collaterals.

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