A fashion fusion journey
Phan Dang Hoang new logo and visual identity X Creatalk
In 2022, the international fashion scene welcomed an intriguing newcomer, Phan Dang Hoang, founded by the skilled Vietnamese designer, Phan Dang Hoang. The brand is more than just a label; it's an artistic venture drawing inspiration from painting, architecture, and the unique mix of Eastern and Western cultures. Creatalk, a forward-thinking creative agency, was instrumental in transforming Phan Dang Hoang from a personal brand into an influential fashion name, helping to secure its place and recognition in the industry.
Before we delve into the details of Phan Dang Hoang's brand identity, it's crucial to understand that branding in the fashion industry extends far beyond merely designing a logo and picking some colors. Instead, it involves the intricate task of crafting a complete brand universe that embodies the essence, aesthetics, and narratives of the fashion house. A logo serves as a critical design element that adds unique value to the products.
For example, iconic brands such as Gucci and Chanel have exemplified how the strategic use of the logo can convert it into a status symbol, thereby enhancing the products' appeal to consumers. Further, a logo designed with its potential use as a pattern in mind transforms into a powerful visual tool that bolsters brand recognition. This highlights the intricate interplay between logo and product design, underlining the strategic depth of branding within the fashion industry.
Turning back to the Phan Dang Hoang brand, it's clear that it mirrors the artistic vision of its founder, Hoang. Born and raised in a family with a rich artistic tradition in Nghe An, Vietnam, Hoang's artistic journey began with drawing at a young age. Later, he expanded his creativity into the realm of fashion design. Hoang refined his skills in Milan, the global fashion capital. His unwavering passion enabled him to construct a brand that makes a unique and significant contribution to the international fashion scene.
He is targeting the tech-savvy Gen Z and Millennials with his brand, which caters to consumers who appreciate unique designs and value brands that genuinely represent their culture and identity. The brand's distinctive creative philosophy, known as "Fusion Fashion," is brought to life through its innovative and modern designs. These designs skillfully blend traditional Vietnamese craftsmanship with modern production technology. During the design process, Creatalk incorporates the brand's philosophy of "Fusion Fashion" into the visual identity, carefully curating each visual element to ensure that the brand harmoniously resonates with Hoang's narrative and reinforcing brand consistency and harmony.
Incorporating a sense of profound symbolism into the brand, Phan Dang Hoang's logo is beautifully minimalistic yet highly evocative. It harks back to the humble beginnings of the fashion industry, bringing to mind images of a sewing machine, a needle, and a thread. These tools, which laid the groundwork for the evolution of global fashion, have been masterfully encapsulated in the brand's logo.
The logo serves as a bridge that spans the old and the new, marrying culture with individuality and positioning the brand as a unique presence in the high-end fashion world. Its clean lines and softly curved oval design ensure clarity even at smaller sizes, and the multiple logo look-ups—from full name and symbol to initial letters—allow the brand to boldly and confidently use its branding across a wide variety of touchpoints, including advertising, communications, posters, and online platforms.
Diving deeper into the brand’s visual identity, we find an intelligent and calculated usage of colors and typography. While PHAN DANG HOANG engages a spectrum of colors to convey its vibrant energy, it is the dominance of white and black that sets the tone for the brand's visual system. White, often associated with purity and creativity, and black, synonymous with elegance and power, are harmoniously balanced to create a visual narrative that’s both sophisticated and fresh.
Complementing this is the choice of typography—the Aeroport typeface. Aeroport is a modern and versatile typeface that draws its spirit from both German geometric sans serifs and Swiss neogrotesques. Its modernity and versatility make it a multipurpose sans serif suitable for a wide variety of typographic applications. This judicious choice of typography solidifies the brand's contemporary appeal, ensuring that it resonates with its target demographic of young, educated, and tech-savvy Gen Z and Millennial customers.
One of the most distinctive facets of PHAN DANG HOANG's visual identity is its brand patterns. Reflecting the brand's deep ties to the fashion industry's traditional roots, these patterns are ingeniously inspired by various sewing machine stitches. Straight, double overlock, ladder, and honeycomb stitches are intricately woven into the brand patterns, creating a rich tapestry of visual cues that echo the brand’s ethos.
This not only showcases the brand's profound connection with its roots but also celebrates its flexibility and diversity. These pattern designs are deeply entrenched in the brand's DNA, reinforcing the brand’s unique narrative and promoting instant recognition. Such seamless integration between the logo and products amplifies the brand's impact, aiding in its memorability and positioning in a competitive market.
In conclusion, the visual identity components of PHAN DANG HOANG harmonize to tell a cohesive and genuine brand story, in line with the founder's vision. The creative philosophy of "Fusion Fashion" permeates every aspect of the brand's identity. From concept to realization, Creatalk has meticulously crafted a distinct brand for Phan Dang Hoang. Their attention to detail, passion for authenticity, and dedication to originality have resulted in a brand identity that not only resonates with its target audience but also makes a lasting impact on the global fashion industry.
Credits:
Project Management Team: Vy Nguyen, Hieu Duong, Nguyet Nguyen | Strategist: Nghia Pham, Duy Pham | Creative Team: Khoi Pham, Sang Nguyen, Thuy Ninh, Ngoc Pham, My Du | Post Content: Anh Vu
