Founded in 2015 in Detroit, apparel company StockX has completed its rebranding. The need to change the visual identity was dictated by changes and developments in the brand’s development and trade under modern conditions. Created as an interactive sneaker marketplace, StockX has gradually expanded its range to sell all kinds of apparel and accessories. But during a pandemic, when ground-based stores began to close everywhere, and buyers rushed to shop online, the brand decided to expand its electronic product offerings.
Visual reconstruction has influenced many aspects of the design of an interactive platform. These changes are an attempt to reflect the enterprise’s success, which, in such a short time, already in 2000, showed an increase in attendance by 90% more than in the previous year. The sales turnover was $1.8 billion, and the company’s value rose to $3.8 billion. These many indicators of brand success needed to be reflected in the new logo and renewed image of StockX.
The new brand mark successfully fulfilled the task, effectively reflecting the enterprise’s main values and historical roots. At the same time, the emblem strengthened the new image as an option with a future perspective, demonstrating maturity and stability. An important change was the new filing of the accent mark – the letter “X,” the size of which was somewhat reduced. The letter’s contours have gained clarity, and the arrow from the old version has been removed. The design of the element has acquired a visual similarity with the “%” sign. Free space on both sides of the sign allows you to “see” two arrows pointing towards the center. In this way, the company demonstrates equality between buyers and sellers, united under the brand’s protection.
The title was made in a new custom-designed font. The graphic formation of the text was based on the accent mark. When creating the letters “t” and “k,” the same approach was used to form their upper segments and legs as arrows. This ensures visual unity among the logo elements and clear perception, despite some complexity. Improves visualization and original selection of colors, which, together with images, provides attractiveness and memorability. Emerald green font, combined with coral, mustard yellow, and blush pink, fills the background, creating an indescribable atmosphere of comfort with visual variety and appeal.