Common Sense
Concept, Logo Design,

Corporate Identity, Branding

heykling created a garment brand dedicated to a unisex perception of society. The graphic design concept is based on the thought of intersection using overlapping spaces as its core element. For us, unisex fashion means to extract the essence of what women and men have in common rather than concentrating on their differences.


The pocket serves as the starting point of the design mark, a logo that is highly interactive in its lenticular characteristics. The pocket is the place where everything comes together and is always used in the same way for both: female and male clothing. When overlapping several pocket shapes in a certain way, an animation can be built. The logo itself is designed out of two oppositely arranged pockets. Colourwise, the focus lies on the essentials: black and white. Like this, the clothing can speak for itself and is free from gender prejudices.

Trade Mark


Identity Development




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