Mindt Secondary Logo

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

OH OH OM ethical sportswear – Brand Shooting

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.

Logo Design for OH OH OM ethical sportswear – Registered Wordmark

◦ 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.

Rebranding for OH OH OM ethical sportswear – Old Combined Wordmark
Rebranding for OH OH OM ethical sportswear – New Combined Wordmark
OH OH OM ethical sportswear – Hangtag
OH OH OM ethical sportswear – Advert Print Design
OH OH OM ethical sportswear – Key Visual with Apparel & Logo
OH OH OM ethical sportswear Signet – Blind Embossing on Paper

◦ 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.

OH OH OM ethical sportswear – Advert
OH OH OM ethical sportswear – Graphical Brand Communication
OH OH OM ethical sportswear Corporate Design – Branded Packing Tape
OH OH OM ethical sportswear – Advert Visual

◦ 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.

OH OH OM ethical sportswear Brand Design – Pattern
OH OH OM ethical sportswear Corporate Design – Branded Tote Bag

☺︎ Vibe

Feel Good
Cool
Aesthetic Basics
Witty
Super Soft
Mindful

☺︎ Brand Photography

Jaan-Eric Fischer

☺︎ Models

Leandra & Miriam

flower-2

☺︎ Like What You See? Let’s Start Your Project!

Selected Projects

Korasani ®Brand Identity, Collateral & Web Design

Praxis Rabea KielProject type

Drink OXY.Project type

Birth Studios ®Brand Strategy & Identity, Collateral, Web Design

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