No Two Ways (NTW), London’s bold, independent sneaker brand, has introduced a fresh visual identity and campaign crafted by Ragged Edge. Since launching in 2019, NTW has become a disruptor in the sneaker world, challenging industry norms with unapologetic designs and pricing that don’t break the bank. The rebrand amplifies the label’s rebellious spirit, giving its look and voice a sharper edge to match its fearless attitude.
At the heart of the new identity is “NO,” a bold statement rejecting conformity, inflated prices, and tired industry clichés. The word is not just part of the brand’s messaging; it’s baked into the visuals through striking typography and design choices that proudly embrace an anti-establishment vibe.
The old logo featured an orange monogram inside an oval, giving off retro service station patch vibes. While the vintage feel had charm, it didn’t match the brand’s modern, street-smart energy. The rounded shapes and script-style type felt nostalgic but lacked the punch needed to stand out in today’s competitive sneaker scene.
The new emblem is much bolder. The updated monogram features thick, geometric letters with an industrial feel. It’s sharp, simple, and designed to hit hard—no unnecessary flourishes, just clean lines that reflect a raw, stripped-back approach. The wordmark has also been overhauled. “No Two Ways” now stretches wide in a bold, condensed typeface that demands attention. The tight spacing between the letters adds to the sense of strength and unity.
One of the standout features is the use of slash-zero characters, replacing the “O” s in “NO” and “TWO.” This isn’t just a quirky design choice—it’s a subtle rebellion against traditional typography, perfectly in line with the brand’s defiant attitude. It adds a distinctive twist while reinforcing the core message: no compromises, conformity, or excuses.
The color palette has shifted from friendly orange to punchy, unapologetic red. In contrast, it’s paired with shades of gray and black, creating a clean, modern look with plenty of attitude. The red isn’t just a design choice; it’s a statement—bold, provocative, and impossible to overlook.
The primary font is a condensed, sharp-edged sans serif with a gritty, industrial vibe. It’s paired with a monospaced secondary font that adds a functional, no-frills feel. Together, they create a raw, urban aesthetic that mirrors the brand’s street-level authenticity.
The rebrand isn’t just about a new logo or colors—it’s a full-on campaign that shouts NTW’s anti-conformist message loud and clear. Slogans like “Go where you’re not meant to,” “No parking,” “No entry,” and “Wrong turns only” flip the meaning of everyday street signs, turning them into rallying cries for rule-breakers and risk-takers. It’s a smart play on familiar visuals, making the message impossible to ignore.
