Young, Powerful, Natural or YPN for short is a Bulgarian clothing line that offers the best in streets fashion. It combines the refinement of luxury brands with the street style, associated with the urban life. Their goal is to offer a new, fresh take on street fashion in the homogeneous Bulgarian fashion market. This was one of those "no restriction" projects where I had the full control over the creative process and I could experiment with new styles and combinations.
The logo is fairly simple - a monogram consisting of the 3 letters Y,P and N. It's put in a circle so it looks more "stamp-like". It's a throwback to the old wax seal stamps that were used by the noble families.
But going only after a “premium” look wasn’t enough. We needed to show the “street” element in the whole branding. So we chose to use a dark graphite color next to the two “royal” golden shades. This dark gray color is quite common in our urban environment – it can be seen on roads, houses, cars.
On the other hand we have the clash of two totally different fonts – Marsh and Playfair Display which really worked out quite nicely. As a third font I’ve chose the neutral Proxima Nova.
But while the logo looks fairly simple, coming to this mutually agreeable result wasn’t easy at all. I’ve seen many branding projects for clothing lines here in Behance so I had a clear idea what I wanted to achieve. So I went in 3 directions – a stencil type, a geometric type and combination of both. But after a couple of days and many rejected concepts we decided to go for a new look. With some refinement to the initial idea we reached the final result after only 34 revisions.
And so we come to the 3 variations to the original logo. After we decided upon a concept I got asked: “Can we put a crown somewhere?”. Of course I was very hesitant about it, because a crown would distort the balance of the elements but the client was very keen on his idea so we stuck with it. So I made him 3 versions for different occasions – for branding purposes and for his product.