Archive Uniqlo Sport Utility Wear

Uniqlo Sport Utility Wear

Art Direction, Design
2019–2020

In an effort to more clearly collect Uniqlo's casual sportswear offerings both in-store and offline, the Sports Utility Wear sub-brand logo development project began. A survey of current in-use sub-brand logos was taken, observing form and color usage, as well as an overview of trends and actions in the market at that time.

The key challenge of this project was making a mark that could read as "active" first and foremost, and avoid specifically masculine or feminine aspects of sportswear. The result may be less aggresive than some of those brands, however it also suits the casual to intermediate levels of activewear that Uniqlo offered at that time.

Deliverables

Logo, CI, Online and Offline applications