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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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UNCON V E NTIONAL I N SPIRATI O N
Ad agency 3 decided to launch its own T-shirt site as a fun,
creative outlet as well as a unique pro t-making opportunity.
They envisioned that the website would appeal to people
who typically avoided buying apparel from mainstream
retailers and instead sought out alternative choices. The
name of the website had to clearly re ect the attitude, humor,
and design of the T-shirts they were selling but it was also
important that the logo wasn’t overly designed or slick. To
support this strategy, they developed a theme around rejecting
the conservative corporate world, an ideology that would
resonate with their target audience.
WRAPP I N G THEIR H E ADS ARO U N D IT
The creative team decided to invent an original slang word
for “T-shirt.”Wrapper,” “baggage,” and “shell” each
conveyed the authentic, rebellious nature of the brand, but
none of them sounded as original or memorable as “sack.”
DE SIG N
3
CR EATI
V
SAM MAC
DE SIG NE
TIM MCG
CL IEN T
SACK
Sack
The Sack brand name
and logo were inspired
by the traditional clothing
styles known as sack
suits and sack dresses
that were popular in the
early twentieth century.
The website uses a range
of both traditional and
nontraditional images to
attract customers seeking
an alternative online
shopping destination.
Th
loo
to
a
s
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ecting
d
ord
but
k.”
DE SIG N FIR M
3
CR EATI VE DI R EC TOR
SAM MACL AY
DE SIG NE R
TIM MCGR ATH
CL IEN T
SACK
e
d
hing
es
he
y.
ange
d
to
eking
The Sack brand embodies the attitudes of rebellion: making a statement,
looking unique, and the desire to be perceived as outrageous. The brand had
to appeal to those who’ve bucked the status quo and feel comfortable making
a statement with their clothing choices, however unusual or irreverent.
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On a s
tie-in w
the UR
able to
into a
Once t
followe
sugges
conser
with th
The name of the Sackwear.com website had to clearly reflect the attitude, humor, and design of the T-shirts they were
selling but it was also important that the logo wasnt overly designed or slick. To support this strategy, they developed
a theme around rejecting the conservative corporate world, an ideology that would resonate with their target audience.
Logo Savvy
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On a secondary level, sack also suggests shopping, a perfect
tie-in with e-commerce. With the name in place, they chose
the URL sackwear.com because they wanted the brand to be
able to eventually expand their product line beyond T-shirts
into a brand that encompasses a whole attitude.
Once the name and URL were determined, the logo quickly
followed. With imagery stemming from the ideas the name
suggested—a sack one could wear and the idea of traditional,
conservative apparel— the image of a man in a business suit
with the bag on his head became an ideal mark.
The brand embodies the attitudes of rebellion: making a
statement, looking unique, and the desire to be perceived as
outrageous. The Sack name and logo wholeheartedly support
this in a fresh way that appeals to those whove bucked the
status quo and feel comfortable making a statement with their
clothing choices, however unusual or irreverent.
The combination of unusual images and witty quips that are printed on their T-shirts humorously
differentiates Sackwear.coms products from other T-shirt sources found on the Web.
Playful
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