Smaago
A ground-up brand identity for a modern clothing label — a logo, a color and type system, and a full set of real-world applications built to make one promise clear: minimal, modern, made to stand out.
Client
Smaago
Industry
Clothing Brand
Timeline
3 Weeks
Services
Logo + Brand Identity
A brand built before a single garment shipped.
Smaago came to us as an idea — a clothing label that wanted to feel confident, comfortable, and unmistakably its own from day one. There was no existing mark, no color story, no rules for how the brand should show up anywhere. Just a name and a clear point of view.
We built the identity from the ground up — a symbol before a name, a wordmark that carries it, a color and type system that holds together across a hangtag, a storefront, and an Instagram grid alike. The goal wasn't just a logo. It was a system the brand could grow into.
The Challenge
No visual identity to launch with — no logo, no color palette, no guidelines — and a brand that needed to feel premium and consistent from the very first hoodie to the very first Instagram post.
The Solution
A complete identity system — icon, wordmark, color palette, custom typography, and a documented guideline set covering everything from tags to store signage.
Research & Positioning
Defined the brand's core values — confidence, comfort, and individuality — and used them as the filter for every design decision that followed.
Logo & Symbol Design
Built the four-part icon on a precise grid before touching the wordmark, so the mark reads as balance and connection rather than decoration.
Color & Typography System
Paired a bold persimmon orange with charcoal and light neutrals, then matched it to a rounded, friendly typeface across six weight variations.
Application & Guidelines
Documented usage rules and mocked the identity across apparel, tags, packaging, storefront signage, and digital and social touchpoints.
One identity, built to scale everywhere.
1
Complete brand identity system, delivered
8+
Brand touchpoints designed and mocked up
3 Wks
From first sketch to final guideline book
We had a name and an idea. They gave us a brand — a logo, a system, and a guideline book that makes every future decision easier instead of harder.
Founder
Smaago
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