Luxury fashion brand Nanushka introduced a new branding initiative in 2023, created by design agency By Any Other Name. Today, the new brand is also emerging as graphics in Nanushka clothing and accessories. Using branding or a logo as fashion patterning is common among fashion houses, including Burberry and Gucci.
By Any Other Name designers distilled the previous identity into a new brand that “seamlessly weaves heritage craft with contemporary geometric forms.” The new brand’s icon, a pair of diagonally crossed lines set inside of a square, is easily replayed as the clasp on a purse, a clothing tag, or as a fabric or background pattern.
The designers also reworked the Nanushka wordmark, removing the ball serifs from its letters and replacing them with slanted serifs that mimic the diagonals in the brand icon.
