e-Types

Feb 16th, 2009
7 Comments

e Types

New site, new work, new everything from award-winning Danish brand and design agency: e-Types.
Explanation for the featured identity project is as follows:

“For the past five years, e-Types has been working for international fashion brand Mads Nørgaard Copenhagen, creating and advising on brand strategy and visual identity. The main initial task was moving Mads Nørgaard beyond fashion and towards culture – creating a strong and unique brand steeped in Nørgaard’s cultural heritage.

Mads Nørgaard is an excellent example of how you can work strategically with a brand while breaking new ground for the fashion company and its communication. In a close collaboration with Mads Nørgaard, e-Types has developed a new brand strategy, a new visual identity, fashion shows, image campaigns, records, packaging and fashion films.

By using elements from the world of culture that Mads Nørgaard himself references in his work and inspiration we created a more meaningful brand that transgresses ideas of high and low culture. The fashion company positions itself differently from its main competitors through a genuine link to its customers cultural context, updating its relevancy to attract a new target group while linking between the past and the present.”


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7 Comments

  1. Feb 16th, 2009

    j

    haha what a load of crap that explanation is. It looks nice, really nice, but they have just written out the words in caps, not exactly rocket science. I think its really good but I wish agencies wouldn’t try and talk designs up and accept generally they are what they are nice type on nice materials.

  2. Feb 17th, 2009

    Tobias Blackwood

    Nice leading in the featured work, though doesn’t appear to be ground-breaking work.

    Nice abundance of work on their site though.

  3. Feb 17th, 2009

    Tobias Blackwood

    ..actually on second thought the type looks nice in their print work (magazine) and with the spot varnish on the booklet under the record. Though there’s much better work on their site.. such as the stationary for 3XN, Sing Tehus tea house branding and Vakuum*.

  4. Feb 17th, 2009

    David

    J

    Fair play, but I do think you should have a legitimate reason as to why you chose each design element. I personally wouldn’t use all caps type just because “it looked nice.”

  5. Feb 17th, 2009

    David

    Tobias,

    I think they were aiming to produce “ground-breaking” work for the brand’s overall communication, in the sense that the previous graphic language of this particular company was nothing remotely special.

  6. Feb 17th, 2009

    j

    David sure there are legitimate reasons for the choices of each design element, but the truth is usually they are a lot more straight forward, like the application of basic principles. My problem is with meaningless statements such as the following…

    ‘we created a more meaningful brand that transgresses ideas of high and low culture’

    Really?

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