The request was to design a logo and a job advertisement for a company named Gentle. 

This is a men's clothing store that wants to serve middle and high segment customers. Gentle sells casual and business clothing. The logo had to be simple and timeless and consist out of a typographic element in a timeless font. It had to refer to the keywords: masculine, stylish and fashionable. The job advertisement had to be based on the new corporate identity and immediately show what Gentle stands for.

I wanted it to look tight and clean using only of black/white + a beige spot color, make use of simple, powerful, understandable and square shapes to get a masculine look but also use thin fine lines and details to show the sophisticated and stylish side of Gentle. I also wanted the logo to have a certain shape that could be used creatively in other ways.

During my sketching process I eventually came up with the idea of a male chest/torso and a shield that both refer the masculine keywords. I also came up with a diamond shape and a tie that both symbolise the stylish and fashionable/casual look. I combined them all and created a simplistic form that turned out to be the logo design. I integrated the lines and shape of a male chest into the bottom of a shield. Within this shield I put one recognisable and simplistic shape that I created out of my tie and diamond shape sketches. I also added a thinner line around the shield that makes it more refined and stylish.

The typography of the logo is somewhat round and robust and i wanted it to look recognisable even when used without the shield above it. The typography also softens the hard shapes of the shield and unites the casual and business style into one logo to appeal to the middle and high segment customers.

In addition to the job advertisement some examples of labels, bags, a pattern etc. were designed to demonstrate how the logo and identity can be used on other items.