Branding the Personal Experience

Mytheresa has been a leading luxury fashion retailer in Munich for more than 30 years. In 2006, it expanded worldwide with a new online presence. Pentagram designers have updated the retailer’s branding with an entirely new approach that emphasize the “MY” in the brand’s name.

Adaptive logos

From Pentagram’s website: “The concept is based on the belief that buying and wearing fashion is an expression of personality, rooted in individual taste and personal desire. Bringing this to life, the new logotype emphasizes the first two letters of the retailer’s name—‘MY’—achieved by defining the letterforms using their shadows, which gives a sense of three-dimensionality. The shadows have the same line width as the other letters in the logotype, meaning that all of the letters look the same at first glance.”

Adaptive logos

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