Desigual is a Spanish fashion brand for clothing, footwear, bags, and other accessories. A distinctive feature of products under this brand is bright and rich colors, embroidery, appliqués, ethnic motives. The word Desigual is translated from Spanish as “not like everyone else,” “unique,” “special.”
Meaning and History
In 1984, when the brand was created, the couturier Thomas Meyer, originally from Switzerland, was only 20 years old. He lived in Barcelona and was fascinated by the vibrant colors of Spain’s nature and cities. This prompted Meyer to create an equally colorful collection of clothing for young people.
Until 2011, things were going well, but not very quickly. And that year, the management took an unprecedented and shocking step: it was reported that the first 100 visitors to the Desigual store, who come only in underwear, will be dressed from head to toe. The trick was that it was the Christmas holidays, and the temperature outside did not rise above +4 degrees. Nevertheless, almost 200 people came. They were all dressed up, and the company received a big and loud advertisement. The products sold out instantly, and I had to make another collection.
In the same year, the famous couturier Christian Lacroix was invited as the chief fashion designer, who brought a fresh stream to the design of bright models.
In 2013, Desigual entered the American market, where its bright clothes and comfortable shoes were hugely popular. Now the brand has more than 200 branded boutiques around the world while maintaining affordable youth prices.
Bright and juicy, like the brand’s clothing, the logo was created in 1984 by the fashion designer Thomas Meyer himself. He took a white sheet of paper as a basis and randomly placed bright spots on it with transparent watercolors. Desigual’s name and ® are written in the center in white. The letter “s” in the word is mirrored. Such an emblem, like nothing else, successfully reflected the essence of the collections under this sign.
In 2019, a large audit of the company’s activities was carried out to decrease sales and income. Experts found that buyers’ average age category has grown to 35-40, while young people are less interested in their products.
It was decided to change the approach towards more fashionable models among the youth and completely change the logo with a focus on the selfie craze. The emblem is now a black or dark blue plaque with the name in white letters, but the word is written backward. In the photographs, it just turns out right, unlike other trademarks. The letter “s” remained in the mirror filing.
This unconventional approach immediately attracted attention to the brand. Desigual today is a vivid example of how a company with a classic history responds to new realities promptly and renews itself. Also, black, white, and black and white models, which are very popular among young people, have appeared for the first time in the collection for 2020.
Font and Colors of the Emblem
Because Desigual thinks the familiar is boring, they chose a standard typeface and placed it unusually. The first “oddity” is the inverted “s” incorrectly typed text. The second is the opposite word that is read from right to left. In both cases, the sleek, grotesque Helvetica Neue font is used with individual elements.
The official logo’s color scheme is monochrome and includes black letters on a white or gray backing. Depending on the design, the inscription may be accompanied by bright background colors.