Norio Suzuki was a Japanese adventurer who had three goals in his life: Finding Lieutenant Onoda (the last hidden soldier who refused to accept the defeat of Japan in the WWII), seeing a panda bear and meeting the Yeti, in that specific order. Suzuki found and convinced Onoda to surrender, met a panda in China and died in an avalanche while searching for Yeti in the Himalayas.
The constant evolution of Oysho’s brand positioning was the starting point for the redesign of its logotype. The brand of the Inditex group needed a more contemporary look in order to successfully integrate its new and innovative product lines.
Maintaining the basic skeleton and the original proportions of the logo was a necessity in order to preserve the brand’s essence. By setting aside the more organic details of the original typography and simplifying the edges, the letters became more forceful and incisive. This exercise in precision was undertaken in collaboration with the typographer Iñigo Jerez (extratype).
Along with the changes to the logo, a new labeling system was designed, and a secondary typeface was defined for all communication elements.
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Norio Suzuki was a Japanese adventurer who had three goals in his life: Finding Lieutenant Onoda (the last hidden soldier who refused to accept the defeat of Japan in the WWII), seeing a panda bear and meeting the Yeti, in that specific order. Suzuki found and convinced Onoda to surrender, met a panda in China and died in an avalanche while searching for Yeti in the Himalayas.
