No More Knockoffs: Designing a Fashion Logo That Doesn’t Look Like Everyone Else’s

If you’re working in fashion, you’re already well aware of what that one perfect design can do for your business. But the cut and color of your clothes isn’t the only thing that customers see when they’re browsing your collection. More often than not, they’ll take a look inside the collar to check the label. Aside from looking for things like fabric content and place of origin (made in Italy, of course), they’ll also look at your brand—more specifically, your logo.

The Difference the Right Clothing Logo Makes

While branding is important in every industry, in an industry as image-driven as fashion, it’s everything.

Fashion logos do more than identify what brand an item came from—they determine how people perceive (and pay for) a garment. As we’ve all seen, sometimes the only thing separating a $500 T-shirt from a $5 t-shirt is the luxury brand logo one of them has stitched into the label—whether the label is genuine or not.

The Difference the Right Clothing Logo MakesYour logo can say a lot about the clothes wearing it. From personality, to history, to clientele, the right logo tells customers everything they need to know at a glance. But how exactly do you go about creating a logo tailored to your clothing brand?

Getting Your Logo to Do the Talking for You

Like clothing, a logo can’t just look good—it needs to function as well. When you’re exploring fashion logo design, there are three key functions you’ll need to fulfill for your brand.

Communicate a Message

Get Your Logo to Communicate a MessageCustomers never just buy a sweater—they buy the story behind it. Whether that story is bold, eclectic, or romantic, your logo should capture the essence of your sense of style. But don’t complicate things here. Focus on communicating the core of your brand, not every single design idea you’ve ever had. That way, you’ll give customers something they can really connect with—without confusing them.

Use your logo to connect with customers without confusing them

Sustain Your Identity

While fashion is an industry driven by trends, your logo shouldn’t be. Aim for something timeless enough to suit your brand, even as your designs evolve over time. To find the right fit for your brand’s identity, look beyond your current inventory and towards your inspiration—for fashion logo that will be on-brand in every season.

Differentiate from the Competition

There might not be another industry where copying is more taboo (or more common) than fashion. Where knockoff clothing designs are seen as the ultimate sin, the last thing you want is a logo that looks like everyone else’s. Not only will it limit your fashion brand’s growth potential, it could also get you in trouble with the brand you’re (accidentally or purposefully) emulating.

Finding Fashion Logo Inspiration

While you should avoid copying another fashion brand’s logo at all costs, that doesn’t mean you can’t seek out a little inspiration. Looking at how a few companies translate their brand into a logo can help you bring your own brand’s story to life.

Fashion Logo Colors

Choose your fashion brand's logo colors carefully.

When you’re swatching colors for your brand’s logo, the options are almost endless. Unlike more conservative industries, there are no real rules for which color combinations are allowed in fashion. Whether you want to pull colors from the palette you use for your designs, channel some Chanel by keeping things black and white, opt for luxe metallic tones, or go for something completely different, you’ve got the full range of the rainbow to play with.

Fashion Logo Symbols

Logo symbols are powerful in fashion.Logo symbols are particularly powerful in fashion, since they can do double duty as a pattern for your brand’s fabrics. Just think about how many Louis Vuitton’s LVs or Gucci’s Gs have graced their clothing and accessories at some point. Whether it’s fabric pattern, metal hardware, or an embroidered detail, the right monogram logo can become synonymous with the fashion brand it stands for.

Fashion brand logo symbols can be abstract or concrete.

But not every fashion logo needs to be a monogram. Some brands choose symbols inspired by their history (like Hermes’ horse-drawn carriage), while others aim for something more abstract (like Nike’s swoosh), while others skip the symbol altogether and let their font do the talking.

Fashion Logo Fonts

A unique font can set your brand's logo apart.

From Betsey Johnson’s fun (and chaotic) handwritten font, to American Apparel’s pared down sans serif font, a wordmark logo’s font can say a lot about the brand behind it. For your own logo’s font, a great place to start is with the silhouettes and cuts of your clothing.

If you’re working with clean lines, a modern sans serif font can be a good choice.

logo with a sans serif font

If you lean on the classic, a serif font might be more your speed.

logo with a serif fontA script font can tackle both artistic and romantic, with its swooping, swirling lettering.

logo with a script font

By choosing a font that mirrors the shapes you use in your clothing, you create a cohesive experience for customers—from browsing online, to trying on your clothing line.

From Idea to Reality

Now that you have an idea of what you want your clothing brand’s logo to look like, it’s time to tackle manufacturing and distribution. There are a few options for making a logo, some of which might suit your business better than others.

Starting from scratch

You’re a creative person, so why not create your own logo? Aside from the time investment that this can take, you may find that your skill and tool sets don’t always transfer from clothing design to logo design.

If you hire a designer to do the work for you here, you’ll need to get comfortable giving up creative control—as well as a hefty fee.

Taking a template

Logo templates can provide a great starting point for your fashion logo, but that great starting point might have already been purchased by someone else. You’ll also be limited in the amount of customization you can do on a template, which means you might not be able to get your message quite right.

Using a logo maker

With an online logo maker, you can typically hit the happy medium of having plenty of choice without having to pay too dearly for it. If you go this route, you can still benefit from learning a bit about logo design, to better translate your design sensibilities from your clothing brand to branding design.

Where Should Your Logo Go?

Whatever you choose, once you have your fashion brand’s logo ready, there are a few places to put your logo to help make the most of your branding investment.

Labels and tags

brand your clothing hang tags

While we already brought this one up, there’s no harm in repetition. After all, repetition of your logo and other brand assets is exactly how brand recognition is built. Including your logo on the labels and tags you use for your clothes will help familiarize customers with your brand, every time they reach for one of your pieces.

Product packaging

consider creating your own unique packaging

In the era of e-commerce, chances are you’re going to need to be able to ship your clothes to your customers at some point. By using your logo on branded packaging for your clothes, you build a better first impression of your brand.

Website and social media

showcase your logo on social media

But your physical presence isn’t the only thing that matters for your brand. Leveraging your logo on your website ensures customers know they’ve come to the right place, while adding your logo to your social profiles can help your brand stand out as people scroll through their feeds

Branding and Beyond

From branded receipts, to stationery, to invoices, there are countless other ways you can use your clothing brand’s logo. But if you don’t get your logo’s design right, all the exposure in the world won’t help build brand presence or loyalty.

So, focus on functionality, with a logo that communicates, sustains, and differentiates your brand. Reflect your design sensibilities in the colors, symbols, and fonts you use in your logo. But above all else, make sure your logo is something that stands out. In an industry where appearances are everything, yours better be unique.

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About Looka

This blog was created in partnership with Looka. Looka is an AI-powered logo maker that provides business owners with a quick and affordable way to create a beautiful brand. Learn more at looka.com.

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