Counter-fashion brand logo uses negative space beautifully

(Image credit: Walking Protest)

We all know about the big fashion logos, for the likes of Louis Vuitton and Zara, but crafting an identity for a 'counter-fashion' brand and movement dedicated to creating a more sustainable and ethical fashion future is something quite different.

The name of that brand and movement is Walking Protest, and its identity was created by female-founded studio of two, Considered by Design.

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(Image credit: Walking Protest)

In order to stand out in this space, Walking Protest needed a bold and disruptive identity but one that also felt warm, inclusive and hopeful – and inspiring yet not condescending.

The identity is modular, scalable and crafted to position Walking Protest as a leader in sustainable fashion, while highlighting artisan skills and craft. It was made by 100 per cent humans with no input from AI tools, and aims to highlight ethical fashion practices, put the makers in the spotlight and empower consumers and brands to collectively reduce their environmental impact.

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(Image credit: Walking Protest)

The typography is expressive, balancing rebellion with openness and approachability, the colour palette is bright and bold, drawing on tones from nature. It is designed to signify optimism.

The iconography is handcrafted and slightly imperfect, to reflect artisan skill and the imagery draws on black and white scanned textures that add layers of permanence, care and craft.

branding for fashion brand Walking Protest

(Image credit: Walking Protest)

"Translating shared accountability and passive activism into a visual identity that is clear, flexible, and scalable across all touchpoints was a thoughtful design challenge," explains Becca Bolton, founder and head of brand at Considered By Design.

Collaboration was also key. "Working closely with Madeline Butel (Walking Protest founder), Solid Crafts, and Yulissa Aranibar, we brought the hands, hearts, and stories of the makers to the forefront," says Becca.

"Every stitch, pattern, and texture was deliberately considered to reflect craft, care, and connection. Modular graphics and bespoke icons celebrate imperfection and the human touch while remaining adaptable across all brand applications."

I think it's an approach that's worked really well, and it'll be interesting to see how the Walking Protest movement grows and evolves, and how the identity will accompany it along that journey.

Read more about Walking Protest and Considered By Design.

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Rosie Hilder is Creative Bloq's Deputy Editor. After beginning her career in journalism in Argentina – where she worked as Deputy Editor of Time Out Buenos Aires – she moved back to the UK and joined Future Plc in 2016. Since then, she's worked as Operations Editor on magazines including Computer Arts, 3D World and Paint & Draw and Mac|Life. In 2018, she joined Creative Bloq, where she now assists with the daily management of the site, including growing the site's reach, getting involved in events, such as judging the Brand Impact Awards, and helping make sure our content serves the reader as best it can.

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