Tien—Ten, in Dutch—is a second-hand shop that exclusively sells clothing at a cost of 10 euros per. But its original logo didn’t really reflect that unique concept. Design studio Fcklck created a new logo for the shop that literally uses pieces of the logos found on the items it sells.
Fcklck designers embraced the shop’s core statement: “Why buy new clothing if there’s already so many perfectly good pieces out there? Why design a new logo if there’s already so many logos out there…. The direction was evident: reuse only what exists. An eclectic collage of letters, chaotically cut from brands found in the ever-growing mountains of discarded clothing, forms a logo that keeps evolving. For this reason, we intentionally kept the identity calm: the unapologetic logo is paired with Klim Type’s Sans Medium, set in rich black on white and light gray.”
