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New Logo and Identity for 2b by Tolleson
 

before

after

Reviewed Oct. 31, 2013 by Armin

Industry / Retailers Tags /

Launched in 2009 as a spin-off and concept store of the popular bebe (pronounced bee-bee) fashion brand, 2b provides a more affordable entry point into the brand through 51 stores across the U.S. and Canada, skewing towards a younger demographic and featuring designs that “reflect a glitzy vibe for the confident girl who loves to be seen and loves to be sexy”. In August 2b introduced a new identity designed by San Francisco, CA-based Tolleson.

The 2B shopper exudes confidence. She is stylish, chic and on-trend, seeking fashion for a night on the town. The 2B woman was Tolleson’s muse as the studio engaged in an expansive discovery process. We pushed the label to embrace its fun and flirty fashion sensibility but held onto the equity of the brand’s signature heart icon and color pink. The 2B story is told through updated photo styling, a tone and voice with appeal to both moms and teens, and a visual identity that extends the application to shopping bags, labels and a retail experience with vibe.

Tolleson case study

All images below taken from link above.

New Logo and Identity for 2b by Tolleson
Logo in front of pretty person.
New Logo and Identity for 2b by Tolleson
Logo in neon. Pretty!
New Logo and Identity for 2b by Tolleson
Part of the visual study. Would have loved to see more of this.
New Logo and Identity for 2b by Tolleson
Shopping bag.
New Logo and Identity for 2b by Tolleson
Hang tags.
New Logo and Identity for 2b by Tolleson
Store façade.

The old logo was as as sexy as a pair of clogs; a pink heart does not a sexy brand make. Specially one with poorly scaled typography inside. The new logo maintains the shape of the heart in the “B” — if you turned it a few degrees counter clockwise it’s there — and adds some youthful vibe with the hand-brushed approach, like soft graffiti. The straight up magenta color also makes it feel more nightclub than Valentine’s Day and the applications strike a good balance of cray-cray fun and entry-level luxury. Even *I* would want a shopping bag like that.

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