The Brand Identity

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Ragged Edge’s identity for Globe-Trotter draws on the luxury luggage brand’s prestigious history

International luxury luggage company Globe-Trotter are famous for their exquisite bags and suitcases, having garnered a loyal, equally luxurious following across the globe. Seeking a refreshed identity to convey this worldwide notoriety and sophisticated reputation, Globe-Trotter partnered with London-based design agency Ragged Edge, resulting in an elegant, referential and quiet rebrand that effortlessly reflects the prestige and patronage they embody. 

“We began by poring through the archives,” Ragged Edge’s Luke Woodhouse tells us, “we found an old version of the logo, used primarily on the cases themselves, that formed the starting point,” he adds, with the primary aim to keep the distinct tone of the brand without neglecting the functionality of its products. Recreated from scratch, Woodhouse recalls their aim to “stay true to the original’s intentions,” by means of “embracing the unconventional form and avoiding the temptation to over-simplify.”

Directed by the physical limitations of the luggage, the supporting bespoke logotype was crafted with simplicity in mind. “We needed forms that could be embossed into the vulcanised fibreboard on the cases themselves,” Woodhouse explains, needing to keep things simple without getting trapped in the typical characterless typographic tropes of luxury branding. “We worked on the initial designs of the letterforms,” Woodhouse recalls, adding characterful elements that wouldn’t tarnish the finished printed form, “and defined the proportions of the star and its relationship with the wordmark,” he adds, working with NaN’s Luke Prowse to finetune the type’s production.

Sitting alongside the logo is the use of ITC Cushing as the secondary typeface. “We loved the character of the typeface,” Woodhouse explains, “it felt like an unusual choice in a digital world and fitted the brand’s ethos perfectly,” he tells us, coincidently crafted in the same year of Globe-Trotter’s founding. “Some things are just meant to be,” Woodhouse concludes.

Typefaces: Custom Wordmark by Ragged Edge and NaN / ITC Cushing by ITC

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