Off-White is a fashion brand from Italy, specializing in producing trendy clothing, footwear, and accessories for young people in a casual style. She is also engaged in the manufacture of branded furniture. She maintains cooperation with several leading international companies – IKEA, Levi, Nike, Rimowa, Timberland, Champion, and many others, with whom she carries out joint projects. The founder of the brand is Virgil Abloh, an American designer who founded it in 2012. The current parent company is New Guards Group. The head office is located in Milan.
Meaning and History
What is Off White?
Off White is a streetwear brand. It was created by an American designer in Italy to put his geometric prints on things.
Initially, this company was called Pyrex Vision, but then it was renamed. The reason is the failed start, as it was heavily criticized for lack of a concept and because of deception. Ralph Lauren’s flannel tees were printed with “PYREX 23” on the label and then resold at a new higher price of $ 550.
Soon Virgil Abloh gave its trademark a different name and filled it with ideology. She now positions herself as a gray area between black and white. Her collections have repeatedly participated in Parisian fashion shows and are now sold in the best boutiques in New York, London, Tokyo, and Hong Kong. In 2019, the fashion brand was taken over by José Neves, the owner of Farfetch, as he acquired Off-White’s parent company, the New Guards Group.
Since this is a young representative of the fashion market, he has only one logo. But there are also a couple of icons used as corporate prints on products – a kind of identification symbol of the trademark. She has two of them.
She is very simple and humble. There is nothing extraordinary on it, despite the brand’s claims to the Parisian and Milan catwalks. But this is his trick. Conciseness, practicality, youth – these are the three pillars on which his glory rests. This minimalism fits perfectly into the casual style.
The logo contains the name of the fashion brand, written in classic letters. The first characters in words are uppercase; the rest are lowercase, as generally accepted spelling norms require. On the right (at the end), there is an indication of the official status of the identity – “TM.” Black text on a white background is perceived as catchy on the one hand and the other – familiar. All of this fits perfectly into the founder’s concept – a gray area between black and white.
The same colors are used for the corporate icons, which are added to the clothes. The most famous drawing is in the form of four arrows pointing from the center in different directions. They are arranged so that they form a square. This symbol was spied on and borrowed by designer Virgil Abloh from Glasgow Airport. Kinneir Calvert Associates developed the identity mark to mark the internal design system.
Another emblem looks like a striped square lined diagonally from corner to corner. Above it is written “WHITE” in black and white. The brand name is printed in capital letters with large serifs. In total, there are 15 wide stripes on the square, which earlier were actually identification marks. They were part of the Glasgow airport gangway and vehicle paint scheme to be instantly spotted from any angle. Brightness was added to them by yellow lines (this is what the original squares look like), which Virgil Abloh then replaced with white ones. Jock Kinneir and Margaret Calvert designed the iconic icon. Designers introduced such markings back in 1964.
These two symbols have moved into the category of emblems and are being printed by the company on its products. They come in the form of large prints and miniature labels. Black and white clothes, which the manufacturer specializes in, are decorated in contrast.
Font and Colors of the Emblem
The brand’s emblem uses the Rail Alphabet series typeface, developed in 1960 by the pioneering designer’s Jock Kinneir and Margaret Calvert for the British Railway. She has six spellings, and one of them is called Off white.
The corporate range of the trademark is monochrome. It corresponds to its name and consists of a combination of black and white.