Overview
A wordmark and type system for a small apparel label. One mark that had to work at every size the brand actually uses.
Brief
Halden had a logo that only worked large. Embroidered onto a collar it filled in and lost its counters. At 4pt on a care label it disappeared. They needed one mark that covered all of it.
Approach
I drew a single-weight grotesque with open apertures, so it stays legible when ink spreads on fabric.
Then I set minimum sizes, a clear-space rule and a short do-and-don't list, and packaged the lot into a two-page specimen the studio keeps on the wall.
Outcome
One mark now covers care labels, packaging and the shopfront window. The studio applies it themselves without checking with me first.
