Common , Common Affairs, 2014
Branding of seasonal look books & textile print design for Swedish menswear brand Common. Inspired by national representation the brand identity was developed using everyday objects found in Sweden. The logo evolved from the road sign typeface Tratex designed by Carl-Gustaf Gustafsson. A symbol system for Common Ground, their collaborations with Swedish artists and designers was created from the Swedish coin. Furthering the development of the branding, Common commissioned STSQ to design prints for their AW13 Collection Typhos Graphe, inspired by the 90's obsession with logos and brand recognition, leading to the term 'Logomania'.