24k Gold Fabric
by Raymond Made to Measure
Commissioned by The Raymond Group
January 2017
Scope of Work
Identity Design, Brand Design, Communication Design
Overview
In early 2017, I was approached by the Raymond Group to design an identity for a new product offering under Raymond Made to Measure. Featuring fabric with threads made of 24 carat gold, 24k was positioned as a brand that epitomised luxury. I was asked to design an identity for the brand that introduced potential customers to this unique offering.
The Identity
Our solution was to craft a monogram from fine gold strokes. A stylized representation of gold threads, the letterforms and numerals were in a style reminiscent of art deco typography.
The words 'made in Italiy' were worked into the logo unit, reinforcing the brand story of ancient tradition meeting modernity; of the grandeur and extravagance that only comes with fabrics this fine.
Set in gold on a deep midnight blue background, it was important that the identity also work in tandem with the Raymond brand logo, and the Made to Measure identity.
Brand Visual Style
Using graphic strokes derived from the identity, the brand visual language featured lines as abstract representations of thread.
With a colour palette of blue and ivory, accented with gold, every brand touchpoint was designed to be luxurious and of high quality. With letterforms inspired by iconic art-deco typography, the typeface Verlag complemented the identity perfectly, creating a seamless visual language taken across the brand.
