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South China Clothing

The boxed logo in neon, centred, over a wet Hong Kong street at night.

Project details

Client
South China Clothing

One supplier in four cities: South China Clothing’s identity and website kept the same look from a jacket’s woven label to the home page.

The boxed logo alone, white on black, with wide black space around it.

Brief

South China Clothing tailors corporate wear. Each of its four cities had to turn out the same garment, under the same woven label. Four looks would mean four suppliers.

A black woven label with the boxed logo, cross-stitched into a charcoal jacket lining.
A black swing tag, the logo blind debossed, hanging from a grey flannel jacket.
A stack of black business cards, the boxed logo foiled in white, on grey suiting.
A man in a charcoal three-piece suit passing the logo on a bronze fitting-room plaque.

Colour

  • PrimaryBlack#0A0A0A
  • SecondaryYellow#FFD500
  • AccentSmoke#6B6B6B
  • GroundWhite#FFFFFF

Type

  • Aa, set in Helvetica Neue Condensed BoldPrimaryHelvetica Neue Condensed Bold
  • Aa, set in Helvetica RegularSecondaryHelvetica Regular

Approach

  • Logo

    Boxed like a Hong Kong shop sign, and unchanged from shopfront to woven label.

  • City codes

    A three-letter code for each city, all four set in one grid.

  • Type

    Helvetica Neue Condensed Bold for the logo, Helvetica Regular for everything beside it.

The home page’s close: HKG, JNB, SYD and LAX in yellow, beside a world map.
The home page’s Hong Kong panel: Rex Koo’s pen illustration of a Hong Kong street, HKG beside it in yellow.
The home page on a phone in a hand: the boxed logo glowing on black.
The yellow menu open on a phone, listing the home page’s parts.
A woman in a tailored charcoal skirt suit striding out of a fitting room.
A man in a tailored navy suit buttoning his jacket at a fitting-room mirror.
A pressed white shirt and tailoring laid out in a showroom, suits on a rail.

Credits

Design and build
Will Derman
Illustration
Rex Koo