Sitka is a family-owned clothing brand based in Alaska. The company’s name refers to the owner’s hometown and main manufacturing facility (Sitka, Alaska). The label produces a range of timeless wool sweaters designed to be worn for decades. All materials are sourced cruelty-free and are ethically made in local workshops. Plus, 5% of the price of each piece goes to support Native American communities.
Can’t wait to get your piece?
Note: This is a passion project, meaning this branding has been created for a fictional company.
Year: 2022
Branding
Moodboard
The moodboard creates a branding’s setting and is further designed to communicate the brand’s values and emotions. Here, the company’s native background was found to be central to the brand’s communication.
The images include Inuktitut syllabics, images of Inuktitut children and a traditional garment. The cultural imagery is accompanied by earth-coloured wool in three stages: as a finished garment, as a bag of wool, and as plain fur. Another major influence, for which I was unable to find a royalty-free image, are traditional women’s parkas (“amauti”). These often have a rounded shape at the bottom, which was later used in the logo design process.
The colours come from the imagery: Earthy colours are accentuated by red and blue, just like traditional Inuktitut clothing.
The keywords in this moodboard are warmth, tradition and timelessness. Can you feel it?
Logo
The wordmark of the logo was mainly inspired by Inuktitut syllabics, which I reassembled into Latin letters (as shown in the video). Reinterpreting the Inuktitut letters, I aimed to give the logo an ethnic and original feel. The two details in the lower half of the letter “A” add to this: by representing two plaits.
The signet is derived from the aforementioned “amauti”, a traditional women’s parka. These are often round or oval in shape, and some have tassels at the bottom. The shield is a simple abstraction of this. The details of the submark match the “A” of the primary logo, making it easy to recognise as part of the Sitka brand.
I designed several logo variations for different applications.
Pattern
In keeping with the brand identity, the pattern is derived from Inuktitut embroidery. By cropping and stacking, it can be easily adapted to all kinds of white space. The pattern can be used to fill white space on the website, packaging, business cards or similar items.
Typeface
The typeface of choice is Tw Cen MT. The regular sans serif font has a friendly feel with many rounded letters. It is simple enough not to distract from the logos or overload any composition.
Branding
Moodboard
The moodboard creates a branding’s setting and is further designed to communicate the brand’s values and emotions. Here, the company’s native background was found to be central to the brand’s communication.
The images include Inuktitut syllabics, images of Inuktitut children and a traditional garment. The cultural imagery is accompanied by earth-coloured wool in three stages: as a finished garment, as a bag of wool, and as plain fur. Another major influence, for which I was unable to find a royalty-free image, are traditional women’s parkas (“amauti”). These often have a rounded shape at the bottom, which was later used in the logo design process.
The colours come from the imagery: Earthy colours are accentuated by red and blue, just like traditional Inuktitut clothing.
The keywords in this moodboard are warmth, tradition and timelessness. Can you feel it?
Logo
The wordmark of the logo was mainly inspired by Inuktitut syllabics, which I reassembled into Latin letters (as shown in the video). Reinterpreting the Inuktitut letters, I aimed to give the logo an ethnic and original feel. The two details in the lower half of the letter “A” add to this: by representing two plaits.
The signet is derived from the aforementioned “amauti”, a traditional women’s parka. These are often round or oval in shape, and some have tassels at the bottom. The shield is a simple abstraction of this. The details of the submark match the “A” of the primary logo, making it easy to recognise as part of the Sitka brand.
I designed several logo variations for different applications.
Pattern
In keeping with the brand identity, the pattern is derived from Inuktitut embroidery. By cropping and stacking, it can be easily adapted to all kinds of white space. The pattern can be used to fill white space on the website, packaging, business cards or similar items.
Typeface
The typeface of choice is Tw Cen MT. The regular sans serif font has a friendly feel with many rounded letters. It is simple enough not to distract from the logos or overload any composition.
Sitka
Sitka is a family-owned clothing brand based in Alaska. The company’s name refers to the owner’s hometown and main manufacturing facility (Sitka, Alaska). The label produces a range of timeless wool sweaters designed to be worn for decades. All materials are sourced cruelty-free and are ethically made in local workshops. Plus, 5% of the price of each piece goes to support Native American communities.
Can’t wait to get your piece?
Note: This is a passion project, meaning this branding has been created for a fictional company.
Year: 2022