The word "move" is originally set in Gilroy, the brand's new typeface, which I applied a series of modifications to.
Gilroy compliments the symmetry found in the new sloggi logo and I looked at intensifying these geometrical features; the e’s finial was re-drawn to be straight and horizontal, curviness was re-instilled with round angles and notably through reworking the m's curves, basing them on the shape of the iconic "s" of the new sloggi mark. Finally, the enlarged O grants recognisability and can be utilised in various graphic ways.
The lockup appears now on all newly produced garments, labels as wells as on any branded collateral, communication supports and advertisments.
