RUE21

For this clothing retailer, my purpose was to create a new brand identity and incorporate that into web and print collateral, as well as a guerrilla campaign and a capstone focus. Using the theme of "[t]rue colors," I created an extensive palette of colors with the utilization of halftone patterns, which represent "bursts" of personality. This artistic styling juxtaposed with darker and industrial textures creates a graphic representation of street art. This symbolism  is one that relates to a bolder lifestyle and freedom of  self-expression.

In the preliminary phases of defining this trendy & cost-effective retail brand, I explored 200+ completely different logo variations. Above are a select few of my explorations. The left page combines the options that utilized a more refined & mature design, drawing inspiration from Rue21's Paris influences and current trends in young adult fashion retailers. The right page pulls more from Rue21's urban vibes by exploring more "revolutionary" concepts and street-inspired logos.

This final logo was chosen as a hybrid of the clean simplicity that's seen in current fashion retailers as a way to stay relevant and competitive, mixed with the off-beat uniqueness that RUE21 has to offer. Bold type is used to represent RUE21's bold style, and the transition to all uppercase characters gives the brand some maturity which was lacking in its original identity.

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