Certo Design started with researching into current trends and art deco themes. During this research we narrowed down our vision for the brand.
A colour scheme that instantly stood our was the classic, and very art deco inspired, black and gold that evoked memories of a Great Gatsby theme. This pallet was used but with the addition of an off-white. Also, the black was faded to a more modern charcoal.
Art Deco patterns are a thing of beauty. Hence, it was decided that the incorporation of patterns would be a great way of adding depth to minimal designs. Rather than using the sometimes elaborate designs of the era, we opted for more simple and on-trend geometric designs.
We think that the almost monochrome palette with the addition of gold and subtle hints of pattern created a striking and attractive balance of modern design and art deco influence.
The logo design began by selecting a serif font. This font was chosen as we felt it could be edited to create an earlier feel. The aim was to create a modern logo that was reminiscent of the turn of the 19th century.
The logo was looking slightly more Bauhaus than Art Deco at this stage, so we focused on using shapes to create the numbers. Art Deco typography often used a variety of widths, ranging from thin lines to chunky strokes within the same curve of a letter or number. Hence we omitted the thinner strokes and created the numbers from shapes for the broader strokes.
Finally, combined with the colour scheme we feel it represents the brand in a nicely in a modern market.
554 DECO product a range of quality denim jeans with a range of finishes. From high-contrast stitching and modern fits to more traditional designs.
To introduce the branding onto the the garments we subtly incorporated geometric patterns to the Leather Label. The patterns that feature on the swing tags and marketing materials will also be used on the interior lining and as stitching details on more premium ranges.