Branding

Armani Exchange Logo

A|X Armani Exchange is one of the several brands part of the Giorgio Armani fashion empire. So, when A|X was repositioned to attract the younger and urban clientele, we had to rethink how to modernize the logo while still living in the Armani classic style. So we handcrafted a new serif meets sans-serif font by keeping the serifs uneven weights but cleaning up the ending angles. This was done with precision, measuring and crafting letter by letter. At the end, getting a signature of approval from the one and only Mr. Armani was everything!