The Evolution of UrbanSun
As the brand purpose evolved, so has the logo... keeping with the demographic and the style of the original URBANSUN, there was a need to rebrand, to a simpler, more visual logo, moving away from more conforming look.
Some brands aren't reliant on just one logo, but a single symbol or shape - along with text - repeated in such a way that is recognizable and unique to that brand. The URBANSUN brand is a personal project of mine, where I researched skate/surf brands and added an 'urban chic' to it, to make this a surf, sporting, casual wear brand, reaching more than just the single demographic.
Initially I designed the logo to be rounded - more like a primitive sun symbol, but there wasn't enough visual representation for the 'urban' theme. I went back to basic, and thought about' cities' in nature. The most visually connecting was the bee hive and the hexagon.
I took time on this project to create logos, branding, advertising, possible sporting gear and fashionwear. My background is in textiles, so I thought I'd work on the representation of 'urban chic' in casual wear for women. I also focused my illustration on women's swimwear and men's surf wear.
The theme for the women's 2013 Summer collection is based on the theme of Botanical. But in this way, I've removed the theme from it's usual hibiscus and frangipani look, going more for a stronger, more masculine range. Bright colours, patterns (based on macroscopic parts of the flower, as well as actual florals).
Moving slightly away from the usual theme of black and only black in wetsuits and short men's shorts - we've got pattern - vibrant and masculine - playing against mauves, purples and reds.
The advertising for the URBANSUN Men is more about living life to the fullest - revisiting the surfer/outdoors style of 'Living up the the challenge and escaping city life with outdoor pursuits'.