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Common Sense Branding
Stefanie Kling created the visual identity for a garment brand that is dedicated to a unisex perception of society. The branding concept is based on the thought of intersection using overlapping spaces as its core element. For the label ‘Common Sense’ unisex fashion means to extract the essence of what women and men have in common rather than concentrating on their differences.
In the design concept the shape of the pocket serves as the starting point for the logo that which 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.
Stefanie Kling – Studio Z7A, Zeppelinstr. 7A, 81541 München