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.
In my research it was noted that Rue21 attracted many different lifestyles, personalities and ages. These three personas scratch the surface of RUE21's target audience and give some life to their previously broad and monotonous advertising.
Back to Top