CLIENT: Salling (School assignment)

TASK: Create a new visual identity for Salling (Danish department store)

SOLUTION: My strategy was to create a visual expression that will appeal to Sallings wide range of costumers. 80% of them are women so I gave the identity a more feminine pattern.

The name Salling comes from Ferdinand Salling the founder of the department store and the present logo is inspired by his signature.
I wanted to give the logo a more handwritten look that was more welcoming and friendly compared to the present logo which is very heavy with sharp edges.
As a design element I have used the "s" from the logo to generate patterns.

The identity included: Logo, business cards, letterhead, wrapping paper, hangtags and bags Read Less