Shisty is one of our first brand designs, which was a rebranding of their original logo. Being a local clothing company, we witnessed first-hand their overall style, which targeted people that appreciated different, dared to be different, and were different. When we analyzed their logo, we felt that it was headed in the right direction, but that it could have been executed differently to align better with their perfect customer and their core values.
This is the approach we took:
Old Shisty 'S'
New Shisty 'S'
We liked the idea behind the original logo design, so we simply wanted to repurpose the elements of the original logo: the perception of being three-dimensional and the three horizontal lines beneath the 'S'. When viewing the original logo design on a shirt, we were confused by the depth given to the design because it was contrary to where a viewer's average eye-level sits. We wanted to change the depth on the new logo to match the eye-level of viewers, making it appear more three-dimensional. Lastly, we flushed the bottom lines tightly underneath the 'S' at the same angle to make it part of the logo, and not just a pedestal.