A New Visual Vibe for a Circular Fashion Label
Timeless Quality • Wearing Sensation • Style
☺︎ Services
Brand Strategy
Brand Signet
Wordmark Rebrand
☺︎ Client
OH OH OM ® Ethical Sportswear
ohohom.com
Context
OH OH OM ® Ethical Sportswear, based in Hamburg, Germany, is a sustainable label offering functional, casual, and stylish apparel. Committed to the Cradle to Cradle principle, the brand ensures every piece is not only visually appealing but also promotes well-being, softness, and multifunctionality. Experience the perfect blend of aesthetics and sustainability.
Our Approach
We were tasked with developing a new logo suite, and we captured the “New Basics” essence of the brand through variable design elements: an iconic signet inspired by ’80s sports culture, which invites interpretation and resonates with the target audience, and a strong yet soft wordmark that highlights the timeless quality of the apparel.
◦ Wordmark Rebrand
The new wordmark is bold, clear, and timeless, yet it possesses a unique charm: partly rounded edges convey the brand’s softness and joyfulness. The geometric and structured shapes reflect the brand’s values of mindfulness and a clean aesthetic.
In contrast to the empty space that made the old wordmark feel reserved, the new design exudes personality, courage, and self-esteem through its strong presence. This confident appearance is further emphasized by the all-caps tagline.
◦ The Brand Signet
The brand signet is designed for versatility, functioning seamlessly across various sizes from small-scale embroidery to large-scale advertising prints. It symbolically represents flow, the apparel, its fabric, and an abstracted human figure, inviting a range of interpretations within the sportswear industry. Whether it evokes a yoga asana or a basketball player is up to the observer, adding a dynamic layer to the brand’s identity. The signet can also be seen as an iconic symbol with multiple layers of meaning:
• A triangle representing the unity of body, mind, and soul—or creation, preservation, and destruction, aligning with the brand’s ecofriendly philosophy. • In numerology, the number 3 symbolizes creativity, energy, and innovation. • The image of stairs or a pyramid, suggesting the path to responsibility as a fair fashion brand, and balance through the consistency of ascent and descent. • This multifaceted approach allows the signet to resonate deeply with the brand’s audience while reflecting its core values.
◦ Pattern & Logo Suite
The brand signet excels as a standalone mark or combined with other elements, and it can also be used as an all-over brand pattern, enhancing the visual identity across various applications.
We developed an extensive logo suite comprising multiple versions to accommodate both small and large-scale uses. Each version ensures consistency and adaptability.
☺︎ Vibe
Feel Good
Cool
Aesthetic Basics
Witty
Super Soft
Mindful
☺︎ Brand Photography
Jaan-Eric Fischer
☺︎ Models
Leandra & Miriam
☺︎ Like What You See? Let’s Start Your Project!
Selected Projects
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☺︎ We’re happy if we can inspire you—mutually be kind and professional and don’t copy or use any of our content without giving credit. This includes brand designs developed by us, the layout of this page, as well as any published texts.—Or, as Brian Collins has put it: »Be careful of doing too much work that copies the people you admire. Start out that way to see what feels right. But aim to seek what they were seeking instead of doing what they were doing.« ✌︎