A namestyle and logomark for Abel, a mens clothing label, founded by client Steve Coppin.
Brief for the Abel namestyle and branding
A masculine branding with a colour palette to match. The client required an anchor used as a logotype and mark. These would accompany a selected typeface, giving a clean, vintage feel.
The main element of the branding was the namestyle. The colour palette was simple with masculine overtones. This makes it instantly recognisable as combination of marks or used separately. The chosen typeface was Benquiat, accompanied by the minimal colour palette which resulted in a striking partnership.
The anchor logotype carries the Abel name which is removed when the mark is reduced below a certain size. The strength of the logomark supports itself and isn’t weakened without the typeface.
The resulting brand is clean, minimalist and vintage and works across many media.