Evolved from the rectangular Helly Hansen logo, a field frame was taken as the graphic theme for the 2004/05 seasons. A field frame is a rectangular window cut into a piece of paper, which helps an artist concentrated on an isolated area. The frame could be round, square or rectangular, suitable for use in communication and on product.
Visual Language -
As last year, Apropos developed a visual language for product and communication which included a seasonal logotype, type style, photo brief and layout examples.
Print Style -
Print graphics were developed by Cinco incorporating the elements described in our visual language guide.
Product Graphics -
Simple graphic shapes were developed into repeat patterns for fabric prints. Elements from patterns were isolated and developed for use as product feature icons – Above: ideas for a women’s product icon – influenced by runic symbols.
© Apropos 2009