Brands finding inspiration from their past for new identities seems to becoming a more and more common route. Is it nostalgia or do some of those old marks and visual languages have a resonance that their contemporary equivalents have lost?
Gant logo before redesign
Gant ads from the 1950s
Despite being instrumental in creating the American ‘preppie’ look that became so popular worldwide in the 60s, Gant, at least in the UK, had become something of a dowdy, bland brand with an ageing clientele. Like so many others, it had suffered from frequent changes of ownership and now finds itself in the hands of Swiss-owned retail giant Maus Fréres.
The group asked Swedish studio Essen International to rebrand Gant with an eye on attracting a younger audience and shifting the brand from its roots in a US yacht/country club aesthetic to take on the look of a more cosmopolitan luxury line.
Marty and Elliot Gantmacher, whose father Bernard started the firm. The logo in the background was used as a reference for the new mark
As Essen say, they “re-designed assets from