The image above is the new logo of Uniqlo store. Uniqlo is a Japanese fashion brand that has evolved from a roadside store to a global brand leader in style and quality. The name is a combination of the short form for “unique clothing” and a misspelling of an employee—the letter “C” was written as “Q” instead. In addition, the company created a dual language version of the logo, Japanese and English language. The logo is used on all their products and advertisements. Uniqlo product designs are bold and basic clothing—no overwhelming prints, very versatile, and do not go out of style.
The design of the logo is flat and simple yet bold. It consists of two distinct color palettes, red and white. The richness in saturation and contrast of these palettes attract the viewer’s attention. The red square is the dominant color, which serves as the container of the texts. It has the shade of an electric red—the brightest red that a computer monitor can display. The white type is set on the red background resulting an implied knocked out effect. This kind of white is the purest and brightest out of all the colors and commonly seen in nature, the color of milk and snow. The name of the brand is spelled out in either Roman letters (right logo) or Japanese script (left logo). The American logo consists of six sans serif Roman letters—“UNI” at the top and “QLO” at the bottom. The font is a customized font, which is adapted from the typeface family FF DIN in bold weight. All characters are capitalized, monospaced and centered. The Japanese version consists of four Katakana characters that has straight edges and thick strokes. Both versions are legible and easy to remember. These characteristics depict some hints of minimalism.
Uniqlo’s new logo design is powerful. It successfully reflects not only the essence of the brand but also the Japanese design and craftsmanship. Japanese symbolism is achieved with the color palette and shape. The colors red and white matches the Japanese flag. The square form resembles the name seals that are traditionally used in Japan as a mark of ownership and authenticity. The seals bear either a motto, poem, or name of a person or an organization. It also expresses strong trade relationship between United States and Japan by integrating both Japanese characters and Roman letters. The new logo is a simple representation of the contemporary Japanese style.
Overall, there is no doubt that Uniqlo’s logo as a whole is satisfying as it’s products. Everything is carefully considered, from the visual aesthetics to the symbolisms. It is simple, memorable, versatile, appropriate, and timeless. Just like what a veteran logo designer — Paul Rand — would say, “Design is the silent ambassador of your brand” and “Good design doesn’t date. Bad design does.”