Northern Song Brand Identity

Brand Overview

Northern Song is a high-end fashion design company offering bespoke-quality haute-couture women’s wear and accessories collections. The aesthetic philosophy behind Northern Song is the stylistic fusion between the traditional aesthetic and modern luxury, the elegance and
dynamism of Asian culture in the 21st century, the Chinese culture and Western influences.

Northern Song is always open for new challenges to come. They dare to try new things and pushes the boundaries of fashion, having no limit. They see the beauty in everything. They embrace the differences of diverse cultures, ethnics, races and beings. Northern Song fashion leaves no potential beauty escape from the eccentric fashion sensibility, pulling wonders from the most unexpected to create a fashion masterpiece.

Message to customers: "Youth is timeless. Staying young is not about being at a young age. It’s about the spirit inside a person, the spirit of youth which never depends on time. Being young is all about being passionate, active, fearless and not afraid to show the world who you really are. The “you” that is forever young is someone who is always on the move, open to challenges and most importantly, not afraid to change. The youth in you that is always changing itself will never die. Even if your body ages and dies, you are always new, always young for infinity. You are timeless."

Logo Specification

The logo symbol is a stylized and simplified representation of a tornado which has an extreme gravity that can pull everything in to make it grow larger till infinity. The tornado symbol conveys the idea of the openness to challenges and possibilities, the ability to see beauty in everything, the power to push the boundaries of fashion by combining the most unexpected elements from the massive source of inspiration. The symbol converges at the center making a whole unity with the power that can pull everything in, leaving none untouched, like the creative force behind Northern Song fashion bringing the richness out of differences.

Color Palette

Dark gray palette is the color that best conveys the elegance of international modern luxury and the aesthetic of traditional Chinese calligraphy. The logo, both the symbol and the word mark, can appear in grey, as well as white and black. Background color should be used as solids for best contrast.

Typography

The Walkway typeface is used as the primary typeface because of the look and feel that it’s giving out: elegant, high-end, luxurious and modern. The letters are all lower case to make it feel welcoming and open. The tracking (the space between letters) is adjusted to be large in order to make the logo look graceful and of high quality. The typeface used for body text in printed materials is Helvetica. It is best suited for a professional and high-end company because of its clean and contemporary look.