Branding a Fashion Unicorn
24SQ first worked with farfetch Founder José Neves in 2007 when he first came up with the business concept. We sat in a West End cafe sketching out identity ideas on the back of a notepad.
Our inspiration came from the kaleidoscope - ‘an observer of beautiful forms’ and ‘a constantly changing pattern or sequence of elements’, which reflected the diversity of farfetch’s boutiques. The result was a unique font with a subtle appearance of the characters folding to reveal other colours. It stands out without dominating, letting the fashion attract all the attention.
Farfetch has gone from strength to strength with the company recently being valued at $1 billion. Our kaleidoscope concept is still the masthead for 'a fashion community for some of the world's top fashion curators'.
"We are discerning and partner with only the most influential and forward-thinking independent businesses. We believe 24SQ and their creative perfectly represent these qualities."
Jose Neves, Founder and CEO