After many years of hard-work and growth, Highcliffe upgraded to a new location on the main street of Middleburg and simultaneously underwent a rebranding process to modernize the look and feel of the brand while paying tribute to the its history and culture. The new mark features bespoke serif typography with a sewing needle threading its way through the letters. The result is understated and elegant, and the subtle shift of iconography from a button in the original logo to a sewing needle in the rebrand further emphasizes the idea of custom tailored clothing. In addition to the new logotype, a bend sinister was introduced as a bold mark of distinction between the store’s Ready-to-Wear and Custom-Tailored lines of clothing. Finally, the tagline of “Modern Tailors of Tradition” was developed to reinforce Highcliffe’s position as purveyors of fashion that bridges the old and new.
The combined elements provided a cohesive brand system for collateral and merchandising materials, with the new brand designed to be as classic and timeless as the clothing and heritage that inspires it.