Field Day Apparel | 2019
Art Direction | Branding Update | Illustration
Field Day Apparel is a sustainable fashion brand whose line is made from reclaimed and locally-sourced materials which are then designed, cut, sewn, dyed and finished in Oakland, CA since 2005. I discovered Field Day a few years ago and immediately fell in love with the brand, its values and its clothes. I saw in one of their stories on Instagram that they were surveying their followers about their printed material, and it sparked the idea for me to propose a branding update.
I set out to make their brand assets easier to use, more versatile, and more distinguishable from other ethical fashion brands in the Bay Area.
As this is a self-initiated project, I did not want to over step and modify the current branding completely. I did not update the main part of the logo “Field Day” which was designed by Trinity Cross, Field Day’s Founder, and her friend Meg Adamson.
Field Day’s current branding: logo and thank you card
* Only one logo variation.
* Fonts for “Field Day” and “Made in Oakland” are different but too similar which makes it difficult to read.
* Font used for text and paragraphs are not very legible.
* Amount of details and colors in the illustration makes it difficult to reproduce in small sizes and not is not versatile (to use as stamp, a badge or patch).
Solutions:
* Design different logo variations to allow flexibility depending on the format.
* Find a font that will work to add to the logo and will be easy to read in paragraphs.
* Design a simple illustration that can be used like an icon, easy to reproduced in small sizes and different printed material.
Logos of ethical fashion brands in the Bay Area.
Observations:
* All are font based logos.
* Most of them do not use an icon or symbol.
* They are all either black or a dark grey.
Solutions:
* Design a simple illustration that can be used alongside the logo.
* Enrich the palette with warm colors.
