GS (Good Socks) embarked on a rebrand with the goal to make a great product look relevant and more modern in the marketplace. Shift was tasked to create a new visual identity for the retail brand which would clearly reflect the value of the product to the customer. The client needed us to develop a logo that would make a distinct expression of the brand values on display, but at the same time ensure that the product still feels familiar to their existing customer base.
The new logotype uses a specially designed monogram combining the letters G and S, which enable a flexible visual identity system, which includes a set of visual elements like, for example the geometric pattern that works well on product packaging but also in various promotional resources and in digital media as well. A monochrome approach was adopted for this identity system, to allow the packaging design to remain neutral and consistent within the world of various colours of the product, socks.
Shift helped modernise an existing brand without compromising on its heritage. GS’s new brand guidelines deliver a clear, type-led and monochromatic aesthetic that allows plenty of room for expression, while the new identity system provides the client with a strong and consistent look for all their future business endeavours.
