I’Cleo is a fashion brand in Australia, with superb clothing design to capture the fashion culture around the young consumers who demand superior value. The core aim of the brand is to convey a bold image that can present unique insights toward fashion.

Fashion is an ever-changing subject, the “attitude to pursue fashion” is the timeless classic. We decided to use text and icon to form the brand identity after the in-depth research of the existing identity in fashion industry. The classic Gothic typography is used on the icon design to represent the street fashion, creating a classic yet trendy brand image. The visual elements on the logo can be used in a wide range of occasions as a unity or an individual, keeping the visual consistency in multiple mediums.