In June 2013 Kazakhstan based menswear company, Piccadilly, requested a redesign of their logo. Their brief was to follow closely their initial use of the London street sign, and also incorporate values of style, gentry fashion and the aspects of Piccadilly that may be appropriate to achieve the end goal. The process needed to evoke tradition and modern feels in one, to make the branding a little more durable in years to come.
The following boards are the process taken to achieve this end.