The Brand Identity

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Assembly London and Colophon Foundry combine to rebrand Swedish menswear label CMMN SWDN

Assembly London’s identity for Swedish menswear label CMMN SWDN is inspired by vernacular Swedish typography and default system fonts. The identity revolves around a bespoke, geometric sans serif, CMMN SANS, designed in collaboration with Colophon Foundry. The typeface is used for all text including the wordmark, which features an exaggerated space in reference to the oversized proportions of the brand’s garments.

The understated print collateral is constructed from sophisticated utilitarian materials. Swing tags are made from white corrugated card with industrials rubber loops, while runway show invitations feature screen-printed greyboard encased in sleeves made from bookbinders mull (materials usually hidden within the inner construction of books).

Typeface: CMMN SANS

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