CATEGORY

Logos

LEVEL

Professional

RANK

DESIGN CREDITS

Designer

Winnie Lee

Copywriter

Ed Rendell

Strategist

Nancy Johnston


TAGS

, , , ,


LINKS

Tengri
Tengri

Tengri by Tengri

CLIENT

A UK-based, sus­tain­able, eco-friendly, fair­trade com­pany that aspires to bring Mon­go­lian yak knitwear to the fore­front of the fash­ion indus­try. It aims to pre­serve the Mon­go­lian land­scape and sup­port the nomadic herders’ way of life, which is threat­ened by indus­tri­al­i­sa­tion, land degra­da­tion, and pollution.


BRIEF

The assign­ment was to cre­ate a iden­tity that cap­tured the spirit of Mon­go­lia with spe­cific rel­e­vance to fash­ion and the Mon­go­lian yak. The set chal­lenges were to retain ref­er­ences to tra­di­tional Mon­go­lian cul­ture (with­out mak­ing it too eth­nic), while cap­tur­ing a mod­ern and min­i­mal­ist feel, and an edgy and lux­u­ri­ous iden­tity. Finally, the design had to enable the company’s iden­tity to be rel­e­vant if it expanded beyond knitwear into other areas in the fash­ion and tex­tile industry.


APPROACH

We wanted to cre­ate a sim­ple, contemporary-looking logo that con­veyed the bold­ness and strength of Mon­go­lian peo­ple and the yak. The process began with research­ing every­thing Mon­go­lian, from the inspi­ra­tional national hero Genghis Khan, to Mon­go­lian war­riors, bold fab­ric pat­terns, herder fam­i­lies tend­ing yak in the harsh land­scape, and local cli­mate. Then fol­lowed many sketched iter­a­tions of the logo incor­po­rat­ing the let­ter T (from the name Ten­gri) and allud­ing to the shape of a yak’s head. The line is inspired by the Mon­go­lian Ulzii pat­tern, a sym­bol of longevity and hap­pi­ness. This final design ticks all the boxes, unit­ing mul­ti­ple ele­ments with bold clarity.

Bring­ing to life a mod­ern British fash­ion label that rep­re­sents edgy yak wool knitwear, while remain­ing authen­tic to Mon­go­lian cul­ture, was indeed a chal­lenge. Winnie’s idea of focus­ing on the let­ter T in Ten­gri and her in-depth research of Mon­go­lian national patterns—combined with an image of a yak’s head to form the iden­tity logo—was pure cre­ative genius. The level of exe­cu­tion, the impact and result of this logo design is absolutely amaz­ing. As a start-up, the strength of our brand logo has enabled us to become a respected busi­ness overnight. — Nancy John­ston, CEO and Founder at Tengri

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