Logo for online store

Heirhead is an American fast fashion retailer. The target audience is young people who want to have cool and modern clothes. There were few interesting ideas in my mind, like putting the H letter in the frame and connecting it with negative space. Also I enjoyed sketches where H letter is illustrated as two different parts, sometimes with unusual shapes and directions. You may find these sketches below. However, during the exploration of preferences and trends I realized how the logo should look like. Young people prefer to simplify everything and as a result I drew quite a simple H with individual form. Thus the logo for Heirhead turned out minimalistic, readable and unique at the same time.