(Est. 1994) “The Danes New York is a collection of elegant evening and day wear designed and crafted in New York. The lines of the clothing are minimal and softly structured, sewn from luxurious fabrics from France, Italy and Switzerland in a broad array of colors. The Danes believe that clothing, at its best, is a means of making women feel beautiful, comfortable and strong.”
Young & Laramore (Indianapolis, IN)
We breathed new life into The Danes by putting Robert’s artistry at the heart of the label. The 45° diagonal line in the new logo pays homage to his bias-cut designs, while a new website and coordinating social campaign display the exquisite detailing of his gowns alongside quotes and behind-the-scenes photography that highlight his process and philosophy.
Images (opinion after)
The old logo was quite something… lowercase, extreme italic, and extra loose. No thank you. It did have a certain 1980s fashion vibe but, yeah, no. The new logo references the diagonal cuts often used by The Danes by anchoring a visible hard angle on the “N”. It’s striking, that’s for sure, and there is an intriguing balance achieved through the character length in each line and where the line falls in each place on the monospaced letters. The logo animation adds a sliver of an edge in attitude to the logo, making it look more “aggressive” but not in an intimidating, overpowering way. The applications are alright… there is some potential in there with the diagonal but it doesn’t seem fully resolved or realized yet. The social media images get a little corny with the gradient overlay but, again, there is something there. Overall, this now looks like a modern-day fashion house in New York, nothing more, nothing less and that’s not a bad thing.