I wanted to design Som Kong’s fashion brand with high-end sophistication. I was inspired by his work which was high-end yet practical and casual. He had a mural in his room of the Royal Ontario Museum and I included the building’s angular structure into his identity. I modified a sans serif typeface to reflect a contemporary and classic fashion style. This modification created a unique motif that was used throughout his brand, including his labels, hang ties, business card, and look book. This custom slash motif showcased the versatility of his fashion line and had the viewer wanting more with “and/or”.
The M in the original typeface seemed too jarring with the rest of the logotype, so I modified it to better reflect his brand. The asymmetrical M reflects his unique yet subtle fashion style. The M incorporates the slash motif that would later be used throughout his branding. I played with variations where the slash could be incorporated in his logotype but ultimately decided on keeping it to one letter. The M also mirrors the angles used in the Royal Ontario Museum crystal structure, a building that Som Kong was inspired by.