vachement
helvetica condensed bold
(the tracking is also adjusted to make the letters a bit tighter, i think—just a touch?)
they have quite a bit of type-centric work—the antwerpen tee, the DHL tee—but i am specifically really charmed by all the ways their logo makes its way into various garments (or even shoes!). helvetica is a really lovely pairing for this—"vachement" is such a deliberately neutral name that invites the viewer to project onto it; it is a generic vessel of a term just like helvetica has come to be a generic vessel of a typeface to embody a kind of ahistorical, context-free modernity.
the first image in the album i think is a particularly good expression of the brand. this brand name? vachement. what do we make? CLOTHES (obviously). what is this? a SHIRT. with a COLLAR. [the collar helpfully labeled just to make it clear] [the brand helpfully named just to make it clear]
i have to say i'm not really a fan of the hoodie (justified type!!! those rivers!!! it hurts to see) but i think it does play very well into the current vogue of Discomfiting Design and Deliberate Ugliness and a kind of nineties-revival look at typography that sets you a bit on edge (but in a very pristine, pure, clean way).Statistics: Posted by schiaparelli — Tue Feb 16, 2016 12:06 am
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