Current Branding
Opportunity
Rebrand an existing company.
Solution
Current is a redesign of a popular apparel company, Vans, which has always been on a mission to support individuals to pursue their creative lifestyle. Their target audience can not only be found in the general youth but also in the four areas of creativity the company specifically supports—extreme sports, art, music, and street culture. Current never forgets who they are as a brand and they never stop pushing themselves to be more. The brand mark shows four streams moving into a never-ending current, reflecting what is at the core of the company—continual pursuit. The colors represent not only the areas of creativity within the company but they also reference Current’s humble beginning in the 1970s. Current is a brand that uniquely remains loyal to its own lifestyle as a brand, all the while supporting its users to do the same.
