When you have something to say, turning the message into an object is easier than it might seem. It is no more difficult than putting an emblem of a corporation or an orienteering team onto well-sewn clothes made of premium fabric rather than whatever came more easily to hand. There’s no need to look for knitwear, accessories, a tailor’s cutter and a seal, each in a different place.
A severe sans serif is taken as the basis for the wordmark, its edge taken off by symmetrical curves at the beginning and the end of the inscription — a flexibility of line that hints how everything can be adjusted in Merchlab. The first and final letters are tilted towards each other on opposite sides — this simultaneously balances the composition of the wordmark and creates the dynamic effect of a compressed spring, a moving conveyor belt, an orchestra of sewing machines, a couturier’s knife, a thermal press, and a textile printer.
The logo is a spring at rest. The letterforms have disintegrated and the letters are revolving, as if spinning around inside a garment dyeing machine. And yet they remain grouped in a bundle with a clear loop-shaped center. A series of illustrations depicts the stages of creating clothing in the same playful manner as evoked in the wordmark and logo.