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Logo Savvy by Dann Ilicic, Perry Chua

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Job: 10-91288 Title: RP: logo Sauuy
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Logo Savvy
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STYLI S H ASPIRATI ONS
PAT is a South Korean fashion merchandiser with over forty
years experience in Asia. It distributes to more than 170 stores
in South Korea alone and is increasing its presence in China
with more than thirty stores built in major commercial cities
such as Shanghai, Beijing, Tianjin, Dalian, and Guangzhou.
The name PAT is an abbreviation of the corporate name,
Pyung Ahn Textile.
When FutureBrand Japan was approached about this
project, PAT’s company image was that of an established, but
outdated, fashion retailer that catered to the thirty- ve plus
market. The goal was to strengthen the brand’s relevance with
a modern, customer-friendly look and to broaden its consumer
base without losing loyal shoppers.
PATS P E RSONALI T Y
FutureBrand repositioned PAT as a trend leader with a
happening attitude. The creatives de ned personality
attributes that would build a foundation for the brand’s
position in the marketplace—surprising, inspirational,
modern, informal, inventive, con dent, and passionate.
The word fresh became the driving force behind the visual
language, and FutureBrand condensed the theme into ve
short statements:
A brand that projects your moods and inspires your mode
Design that creates a light mood-elevating spirit
A world of colors that unlocks casual elegance
Service re ects the person you are
Modern design, light and unforced
A BRA N D NEW BRA N D
The creatives wanted to break away from the current GAP
look; to rede ne PAT; and build PAT into a master brand,
using the new brand design as a leitmotif for other sub-
brands of the company to follow. To reposition the brand,
PAT
A new brand has dramatically altered PAT’s perception in the marketplace,
making them a leader in the world of South Korean fashion.
FutureBrand focused on the three main areas that would best
communicate the new direction of the company: identity,
colors, and photography.
The existing identity, the rhino, was revamped in an illustrated
style, transforming a literal image of the animal into a more
modern, young, approachable and friendly brand icon. The
modernized rhino shape was to become the hero of PAT,
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DE SIG N F IR M
FUTUR EBR AND
CR EATI VE DI R EC TOR
WILLI AM WODUS CHEGG
DE SIG NE R S
MARTI N BRO WN, RIVA KO TAK AHASH I
CL IEN T
PAT
After forty years, this established fashion retailer had become outdated. The goal
of rebranding was to strengthen the brands relevance with a modern, customer-
friendly look to broaden its consumer base without losing loyal shoppers.
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Text
The black-and-white photography creates an elegant look, complementing
the color palette. A style guide dictated the proper combination of
photography and color scheme to ensure consistency of the brand image.
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