The Brand Identity

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On|Off London by The Beautiful Meme

On|Off was created in 2002 as an emerging design talent organisation and has been responsible for nurturing many big names in fashion including Peter Pilotto, Roksanda and JW Anderson.

The Beautiful Meme, have been in London for just under three years — working across a wide range of mediums with clients such as the V&A, The Design Museum and D&AD. In my third season as creative director for On|Off we have continued our evolving seasonal identity which acts as a visual thermometer to the fashion industry.

This season we wanted to embrace the subversive — using deliberately un-detailed figures to hint at the androgynous — wrapped in three bespoke textures to reflect the On|Off designers collections. This evocative and almost sinister visual language is unexpectedly bound together with populist typeface Gill Sans and spearheaded by a logo which wefts and warps between stylistic principals in a balletic yet contortive fashion. The brand comes together in the fantastic setting of 180 The Strand — the headline element being the 36 foot wide backdrop of the primary catwalk.

Text: The Beautiful Meme

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