Case Study · 2025
Equilox
Luxury Fashion Logo Redesign
- Industry
- Fashion
- Role
- Creative Designer
- Services
- Logo Redesign · Visual Identity · Brand Applications
At a Glance
Twenty seconds, then the full story.
- Duration
- 2 weeks
- Role
- Creative Designer
- Industry
- Luxury Fashion
- Deliverables
- Logo · Variations · Type · Applications
- Type
- Brand Identity Refresh
- Year
- 2025
Overview
Refreshing the identity of a modern fashion brand.
The objective of this project was to redesign the Equilox logo into a cleaner, more premium visual identity that reflects confidence, quality, and timeless style.
The redesign focused on creating a mark that feels equally at home across digital platforms, product labels, clothing, packaging, and marketing materials — while appealing to a modern fashion audience.
The Challenge
The old mark blended in. It needed to lead.
No visual distinction
The existing identity lacked a clear point of view.
Missing premium tone
The mark didn't communicate a luxury fashion aesthetic.
Limited flexibility
It broke down across small labels and large signage alike.
Trend over time
Needed a timeless direction — not a fashionable one.
Design Objectives
Four commitments.
01
Memorable mark
A logo that lodges in memory on first glance.
02
Confidence & poise
Sophistication without shouting.
03
Versatile across products
From woven labels to storefront signage.
04
Timeless identity
Designed to age for a decade, not a season.
Research & Inspiration
Simplicity is the loudest signal of luxury.
Luxury fashion houses rarely shout. Their marks lean on typography, balance, and restraint — a serif holding its ground, a monogram cut with intent, whitespace treated as material.
Research pulled from editorial archives, storefronts, and typography specimens to define a visual vocabulary of quiet authority.
- →Fashion references
- →Luxury branding inspiration
- →Typography references
- →Moodboard
- →Competitive analysis
- →Visual inspiration
Concept Development
From rough sketch to refined intent.
Every exploration was a question about weight, tension, and posture. Dozens of directions were narrowed by a single filter — would this still feel considered on a woven label ten years from now?
Logo Refinement
Built on a grid. Tuned by the eye.
The final mark was constructed on a strict geometric grid, then optically corrected so that mathematically-equal spaces read as visually-equal. Rejected directions taught the system as much as the accepted one — each removal sharpened the final proportions.
Final Logo
A confident, quiet mark.
Typography
Balance is everything
Designed for those who move with purpose. EQUILOX combines contemporary streetwear aesthetics with luxury minimalism, creating pieces that feel bold, refined, and timeless.
01 — Brand display
Anton · Regular · UPPERCASE · -0.04em
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
EQUILOX
BALANCE IS EVERYTHING
SS26 COLLECTION
02 — Editorial headers
Bebas Neue · Regular · UPPERCASE · 0.08em
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
New arrivals
Lookbook
Store locations
Wide tracking
03 — Body system
Inter · 400 / 500 / 600 · 1.7 line height
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
EQUILOX is a statement of balance, identity, and intention. Designed for those who move with purpose and appreciate refined minimalism in contemporary fashion.
Shop the collectionType scale
H1 · Anton · 88 / 52 / 36px · -0.04em · 0.9
EQUILOX
H2 · Bebas Neue · 48 / 36 / 28px · 0.08em · 1.0
Balance is everything
H3 · Inter 600 · 24px · -0.01em · 1.3
Contemporary minimalism, engineered
Body large · Inter 400 · 18px · 1.7
Designed for those who move with purpose.
Body regular · Inter 400 · 16px · 1.7
Contemporary streetwear aesthetics with luxury minimalism.
Caption · Inter 600 · 12px · 0.12em · UPPERCASE
SS26 Collection
Logo in Context
The mark across the house.
Before & After
A quieter, sharper stance.
The redesign improved clarity at small sizes, balanced the negative space across every character, and gave the mark a versatility it never had — from a woven neck label to a full storefront sign.
Project Highlights
The takeaway.
Timeless
A visual identity built to age well.
Luxury
Positioning that reads premium at a glance.
Scalable
Works across digital and print without redraw.
Recognisable
Improved brand recall across touchpoints.
Reflection
What I Learned
- →Designing for long-term recognition means resisting the trend that feels exciting today. A great mark is a decade-long decision.
- →Simplicity is not the absence of ideas — it's the discipline of removing everything that isn't the idea.
- →Elegance and functionality are the same conversation. If it can't be read on a woven label, it can't lead a brand.
- →A logo lives across mediums and sizes it was never sketched for. Design it for the ones you haven't imagined yet.
Next project