SLINGSHOT

The Client

Fenchurch Clothing was launched in 2001 and was predominantly aimed at the male skateboarding market. It has steadily grown and now appeals to a much wider audience. They now make clothing for women, have a flagship store in London's Covent Garden and are selling all over Europe.

The Brief

Design a new logo to appeal to a wide audience and not limit the company to any particular market. It will be used in many different ways the companies branding, marketing and garments. It should work on a very small scale and work in one colour.

The Answer

After submitting many ideas and sketches for the Fenchurch logo, the arch design was conceived. There are many ideas behind the design, the first being that it comprises of two mirror images of the letter F. It has a very strong and solid feel and its architectural forms are vaguely reminiscent of the arches and stained glass windows found in churches and the main one being a graphic representation of the train tracks of Fenchurch Street Station.

The logo is in no way pictorial or literal and therefore does not limit the the products that the company produces, it has already experimented with shoes as well as clothing and offer many accessories that are not necessarily related to clothing. By creating a logo that was in a way anonymous it means that Fenchurch is not limited to the clothing market alone.