For this project, the founder of Avenir approached me with a problem: The lines of the wordmark were too thin, which caused difficulties when embroidering fabric labels. She was also open to giving the logo a subtle facelift.

I refined the logo while keeping the original typeface as its foundation. The “V” offered the perfect opportunity for a small twist – a visual reference to craftsmanship and the idea of a cut.

Today, the updated logo is consistently used across all garments and can also be found on the brand’s social media.