Fossil

COURSE_ IDENTITY 1
INSTRUCTOR_ TOM McNULTY
IDENTITY_ RETAIL


OBJECTIVE

Select any company to redesign their logo and design a stationary system.

BRIEF

Fossil is internationally known for its eclectic, vintage-inspired assortment of lifestyle and accessory items including watches, handbags and clothing.

SOLUTION

Fossil's logo had not changed much since it was originally designed in the 80s, and it was time to modernize and simplify their identity in order to stay relevant to their competitors. The new logo reflects the company’s vintage aesthetic and puts an emphasis on their brand promise "Authentic & Genuine." The red, blue and cream colors are indicative of their previous logo and also promotes that the company was founded in America.