PCL - logo concept and justification

From the crit the it was apparent that not many people, if not nobody, understood the reasons behind the features of the logo. When I designed the logo from scratch I didn't have much of a concept in mind and so lot of it so just decorative. However, there is reason in all of it.

THE NAME.

Obediah is a boys name which employs the fact that we are dominantly aiming the brand at men and looking into mens urban fashion. The word is a variant of Obedieh which means 'servant of God', we are not a religious label nor are we religiously biased in anyway. Instead we are using this meaning in the sense that we want to provide an excellent service to our customers and treat them in a way that makes them feel important.

The Trend Original comes from the desire to create a brand that provides a range of clothes that give our customers the sense of uniqueness, individuality and originality. We research into current trends and aim to push them further and develop them and keep the style fresh.

THE COMPASS.

The compass shape is formed by the upper case abbreviation of the company name (OTTO). The implications of the compass aim to evoke the idea that we want to expand and reach customers across the country and beyond.

THE CROSS.

The cross represents the way we target our customers on an almost personal level. We connect with a young audience via social media and networks to keep them up to date and bring them closer to the brand and strengthen their faith in the trends and products we provide.

THE CIRCLE.

The circle is a reflection of the O in Obediah and Original in the brand name and gives a sense of a well rounded brand that provides a full service to it's customers.