Edge has rolled out a fresh new look, embracing a bold, retro-inspired style that reflects its heritage while keeping up with modern branding. Designed by The Young Jerks, the update moves away from the previous sleek, angular aesthetic in favor of something more structured and vintage-inspired.
The new logo puts a fresh spin on Edge’s original typography, using thick, rounded letters with distinct cutouts. One of the standout details is the mirrored design of the letters “g” and “e,” creating a balanced, interconnected feel while keeping each letter unique.
The old italicized wordmark, which had a sharp, high-speed look, has been replaced with a heavier, more grounded typeface. The new letters have sharper cut angles, adding a bit of edge to the otherwise rounded forms. The new design draws inspiration from the bold, confident typeface often seen in 1970s branding.
Another key update is the way the letters interact. The “d” and “g” have intentional breaks in their strokes, giving the wordmark more rhythm and preventing it from looking too uniform while maintaining a strong, cohesive feel.
The previous logo’s stark black-and-white palette, which leaned toward a minimalist, high-contrast look, has been swapped for a warm beige and black combination. The shift adds a vintage touch that connects to Edge’s earlier branding while improving readability and making the logo stand out.
The packaging has been redesigned to match this new identity, removing unnecessary gradients and futuristic elements that made the previous design feel overly tech-driven. The new, cleaner approach focuses on clarity, letting the logo take center stage. By stripping away excess graphics, the branding remains bold and readable across different applications, from product packaging to digital platforms.
The rebrand marks a new direction for Edge, blending classic design elements with a modern execution. The updated typography, refined colors, and bold letter construction give the brand a fresh yet familiar identity that speaks to loyal customers and new audiences. The refreshed look strikes the right balance between honoring Edge’s legacy and embracing contemporary style, reinforcing its place as a standout name in men’s grooming.
