Madewell, a once boho clothing brand catering toward women, has changed a lot throughout the years. With new designs, an increase in stores, and now mens clothes, the brand no longer feels like what it used to be. 

Madewell's old logo is a rounded, bubbly, cursive, lowercase typeface that has a youthful and feminine vibe. With this project, I wanted to move away from what the brand was a decade ago, and introduce a new logo that aligns with Madewell's future. This new logo/brand design is not only going to cater to men, but also feel like a unisex brand. I designed the logo with a vision in mind of Madewell being the place to go for the best denim and timeless androgynous pieces, while keeping elements that the core audience is used to. 

The logo consists of a bold, capital typeface along with an emblem that emphasizes the significance of denim for the brand, as Madewell wants to be known for denim. The emblem also has a ship symbol to tie into the brand's origins, New Bedford, Massachusetts. Although the brand is nothing like what it was in 1937, preserving its roots is what the original founder would've wanted.