Topshop and Topman reveal a joint new look

Following the brand’s acquisition by Asos as part of a £330 million deal that also included Miss Selfridge and activewear brand Hiit, the teams behind both Topshop and Topman have been steadily evolving them into digital-first businesses.

Helping them to stand out among the ecommerce giant’s roughly 900 stocked brands, they now have their own designated ‘shop front’ – or landing page – to better appeal to fashion-conscious shoppers looking for inspiration.

“The brief was bold and direct: to elevate the brand expression with a design system that honoured the spirit of Topshop and Topman’s iconic heritage, whilst introducing distinct new elements that could make that iconoclasm relevant and successful in today’s digital era and beyond,” says Moving Brands chief strategy officer, Christina-Anne Kyosti.

The agency’s stripped back approach to the identity appears to be an attempt to bridge the gap between the worlds of high street and high fashion once more, with a new monogram that nods to the brands’ shared heritage.

A new wordmark, designed with Colophon Foundry, is equally as minimalist. “Building out from the brands’ heritage of a sans serif logotype, we created a modern custom wordmark that confidently put an unapologetic, monolithic stamp on their new creative direction,” Konczak adds.

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