FatFace launches new wordmark logo

Set up in 1988 by a pair of British skiers trying to avoid work, FatFace has become a recognisable high street brand thanks to its distinctive logo design and typography. Over the years though, the clothing and accessories retailer has been edging away from its funky surfer aesthetic in pursuit of a more sophisticated look. This all came to a head recently as FatFace followed a pretty ubiquitous trend by rolling out a new wordmark logo.

The stand-out feature of the new chunky sans serif wordmark is the slanted terminals on the letters 'f' and 'e'. The previous FatFace branding, which was made up of a dreadlocked head and a sloppy yet uniform typeface, had started to look dated and out of step with the company, but we're not sure if the shop has lost its essence with this new iteration.

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Dom Carter

Dom Carter is a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.