The brand needed a logotype that was unobtrusive enough to accompany —but not overshadow— the wide range of aesthetics seen on the graphic panels that the company offers, each one commissioned to a different artist.

We accomplished this through a sans-serif wordmark that features two mirroring W's, hinting towards the product’s swapping feature.
As for the rest of the identity, we took inspiration from the 80s, a peak era for denim jackets and self-expression.

The main visual motif in the brand is a rectangular flag which works in unison with both the wordmark and the monogram, and from which all the layouts were constructed. This flag is a nod towards SwapWear’s mission of giving every community a voice, and references the modular aspect of the jacket panel.