Woman’s waist-inspired logo design for a fashion company

I found this project on a freelance platform and chose it because it was a fashion logo project. The fashion industry often features elegant and modern branding, which has always attracted me and gives me an opportunity to develop my skills. Fortunately, the client responded, and we started this journey together.

Brand name and logo concept development

The brand name is Thriller Shop, and the brief was titled “THRILLER – Fast Fashion”. This gave me an understanding of the emotional impact the brand was meant to create — something intriguing and exciting, with enough confidence to encourage a purchase. The name itself didn’t feel light or quiet, on the contrary, it suggested something bold and attention-grabbing. Additionally, the client mentioned that they would be selling women’s clothing and accessories, including dresses, bandage dresses, skirts, trousers, and much more. In other words, the target audience was women, so the branding had to be attractive and appealing to them.

I researched images of the types of clothing the brand would potentially sell.

I noticed a distinctive feature that would fit the brand and its audience perfectly. Dresses, bandage dresses, and women’s clothing in general emphasize the female silhouette and figure. The female form itself has characteristic curves that can be naturally translated into the shape of the letter S:

Logo development process for a fashion company

For the typography, I chose straight, angular forms to evoke a sense of confidence. The font is minimal, which is characteristic of the fashion industry.

I shaped the letter “T” following the same principle as the main typography form – tall and straight. I created the letter “S” in the same style as the “T”, while maintaining its characteristic waist-like shape. As a result, the upper part of the “S” represents the ribcage, while the lower part represents the hips. The curve of the “S” follows the natural curve of the waist.

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The client did not provide much feedback; despite this, they approved the logo almost straight away.

Brand scheme and elements

The client gave me freedom to select the color palette, specifying that it should be modern, minimal, and elegant. Fashion brands often use strong contrasts, so I suggested this approach and added a few accent colors.

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I also suggested using transparent elements, as they work well with contrasting brands. Additionally, I developed design elements such as a badge and brand details like stickers and other branded applications. These elements help convey the brand’s overall vibe and highlight its unique features.