Other Theory is an European fashion house, that offers quality and original designer womenswear
Other Theory’s inspiration is drawn from contemporary architecture and long term trends and is combined with an emphasis on tailoring, high-quality fabrics, and craftsmanship. We had the task to implement these qualities in their branding and website. Over the course of 4 months, we designed a logotype, the packaging, built the visual branding and developed their website, giving the start of a new fashion company.
The OT Symbol resembles the egyptian symbol of life, creation and creativity - crux ansata. It is also inspired by the most commonly known symbol of women - the Venus sign.
The OT Wordmark is custom constructed wordmark, created on the base of Freight Sans Pro, with emphasis on the geometric & minimal inspirations of the brand.
The brand guidelines of Other Theory are focused on the multiple possible uses and lock outs of the logo, the color palette and the different manipulations that can be done to the typography to make the whole brand both minimalistic and versatile.
Other Theory uses a basic color palette to avoid using different versions of the same color. Percentage tints can be used in any of these colors.
The Secondary colors may vary, in accordance with collections, promotions etc. and can be used where appropriate.
In all Other Theory materials, the default type face of choice was Twentieth Century MT Std in its two weights:
- Twentieth Century Semi Bold—headings and accents
- Twentieth Century Semi Medium—body texts
The website takes the same approach as the brand—minimalistic, light, and modern. This is combined with standard good UX e-commerce patterns to maximize usability and conversions.
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