A needle and thread, written as a signature
About the client
The Ajoks Brand is a womenswear house working in bespoke tailoring. Its stated promise is effortless sophistication in every tailored piece. That is a claim about finish, and finish is a difficult thing for a logo to carry.
The brief
Draw an identity that reads as couture rather than as retail, and give it enough variants that it can sit on a garment label, a storefront and a social avatar without being redrawn or cropped badly each time.
The approach
The mark is the name written as a signature, with the ascender of the b drawn out into a needle trailing thread. It is one continuous gesture, which is the point: a signature is what a maker puts on finished work, and the tailoring reference is carried inside the letterform instead of parked next to it as a separate icon.
Because a script that fine falls apart at small sizes, the system ships three lockups with written rules for when each applies: the primary for maximum recognition, the symbol alone for avatars and small placements, and a wordmark-only version for layouts where the flourish would be too detailed to survive. The brand personality is fixed in four written cards, so the tone that goes with the mark is documented rather than left to whoever writes the next caption.
Effortless sophistication in every tailored piece.
Too many designers give you a logo that only looks good on a phone screen. These lockups still work on fabric labels, receipts and the small stamps we use daily.
What we did
- Signature mark with integrated needle-and-thread flourish
- Three lockups: primary, symbol only, wordmark only
- Written rules governing which lockup applies where
- Black and reversed white versions
- Brand personality documented across four written pillars
- Colour system and type pairing
The palette
- Deep Teal#0E5C58
- Blush#F6D3CB
- White#FFFFFF
- Ink#111111
The system includes
