Vertu
VERTU is a culturally rich fashion and lifestyle brand that merges contemporary aesthetics with timeless elegance. The brand name—reminiscent of “virtue” and “verve”—called for a refined and symbolic logo design that would capture its global, artistic spirit while maintaining a strong modern appeal.
Services:
- Logo Design & Brand Identity
Client:
Ventu
Project Type:
Logo & Branding Identity
Duration:
1 Week (June 2024)
Project Background
VERTU is a culturally rich fashion and lifestyle brand that merges contemporary aesthetics with timeless elegance. The brand name—reminiscent of “virtue” and “verve”—called for a refined and symbolic logo design that would capture its global, artistic spirit while maintaining a strong modern appeal.
The Challenge
VERTU wanted a logo identity that could represent its premium positioning while staying grounded in heritage and simplicity. The logo had to be:
Clean and versatile for digital and print
Culturally resonant with an upscale, fashion-first audience
Timeless enough to remain relevant across seasons and trends
Design Approach
After in-depth exploration, I curated a design direction that blended:
Modern serif typography with soft curves
Moroccan and ethnic influences that nod to global artistry
A luxurious yet minimalist tone
This fusion created a mark that reflects craftsmanship, elegance, and confidence, aligning perfectly with VERTU’s fashion-forward vision.
Logo Concept
The final logo features a custom typographic wordmark, delicately adjusted for visual rhythm and spacing:
Slim strokes and balanced proportions emphasize modernity
Sculptural serifs bring a subtle artistic flair
The design is effective in monochrome and scalable for packaging, embroidery, and digital assets
Deliverables
Full logo suite (primary + secondary lockups)
Icon/monogram version for compact use
Style guide: type, color, and clear space rules
Realistic mockups: product tags, storefront, digital ads
Results
VERTU’s new identity now projects a fashionably global, premium presence, successfully supporting the brand’s growth in both digital and physical fashion spaces. The design has been described as "elegant, timeless, and rooted in purpose.
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