We created this blog to share with you the backstage of creating a fashion label. This story might sound like a dream but believe us, it’s not always easy! For those who missed the first step, you should read the article ‘New brand looking for a name and logo”. For the others, it’s time to discover our visual identity.
But what is a visual identity ? On Wikipedia, this is what you will find :
“Corporate visual identity plays a significant role in the way an organization presents itself to both internal and external stakeholders. In general terms, a corporate visual identity expresses the values and ambitions of an organization, its business, and its characteristics.”
Today, in this article, we will talk about colors. You probably already know that each color has its own meaning. If one of the few remaining galant men offers you roses, their colors are hiding a particular message. White roses mean loyal love, yellow roses a jealous love, pink roses a tender love and red roses mean a romantic and passionate love. We’ll talk about colors’ signification more in an upcoming article, but you should know that we LOVE colors… For our visual identity, we needed one that would match all those shades, like a jewel.
For its precious aspect, the obvious color was Gold. It is also associated with the Sun and the perfection. In ancient times, for example, medicinal plants were cut with gold tools to preserve their properties (remember Asterix and the Golden Sickle ?) and gold jewels were supposed to protect against evil. So it is kind of the color of good omens!
It was harder to chose the other colors because we wanted an identity both impactful and discreet. It’s only after a few tests that we chose White, for its purity. It also symbolizes the perfect balance as it is, in physics, the synthesis of all colors.
Grey came later to bring harmony between White and Gold, along with a touch of timelessness. If today, it mainly reminds us of our urban environment, we tend to forget that in the Middle Age, it was a symbol of happiness and hope (as opposed to Black). For us, it evokes sophistication and sobriety.
In a nutshell, the Duplicata woman is sophisticated, remarkable and perfect. Praise yourselves, it’s good for moral 😉