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New Logo and Identity for Nimble by Christopher Doyle & Co.

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Reviewed Jun. 17, 2014 by Armin

Industry / Consumer products Tags /

Launched earlier this year, Nimble is an Australian-owned and operated company that designs, manufactures, and sells high quality and affordable women’s active and workout wear online and through pop-up shops. Its identity has been designed by Camperdown, NSW-based Christopher Doyle & Co. (formerly of Interbrand Australia).

We created a visual identity based around a simple grid system and customised mono typeface that allows for constant variation and movement. This system varies across applications including apparel, tags and labelling, stationery and digital executions, resulting in a (literally) nimble identity.

Christopher Doyle & Co.

New Logo and Identity for Nimble by Christopher Doyle & Co.
Logo detail.
New Logo and Identity for Nimble by Christopher Doyle & Co.
Logo variations.
New Logo and Identity for Nimble by Christopher Doyle & Co.
Logo interacting with models.
New Logo and Identity for Nimble by Christopher Doyle & Co.
Logo on apparel.

With a name like Nimble and a female-only product it would have been easy for the identity to be full-on girly or overly delicate but the bold-ish monospace wordmark ensures that this brand is considered first as a solid activewear brand, one that focuses on women, which comes across in the airy spacing of the letters and the light red and tan color palette. Moving the letters around in a 9-square grid isn’t the newest of ideas but with that name, it’s almost impossible to resist the temptation to go there. It’s fun how the logo interacts with models on the photographs giving it a nice sense of dimension.

New Logo and Identity for Nimble by Christopher Doyle & Co.
Business cards.
New Logo and Identity for Nimble by Christopher Doyle & Co.
Hang tags.
New Logo and Identity for Nimble by Christopher Doyle & Co.
Rolls of apparel labels.

In application, things are kept minimally designed to great effect. Just the logo and a complementary rounded sans serif. Good product and model photography convey the right attitude on the elegant website. Overall, a bold and simple brand launch for a product with plenty of competition.

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