#75 Bebe

Country: United States

Industry: Retail

About: Bebe Stores is a women’s retail brand that was founded by Manny Mashouf in San Francisco in 1976. The name "bebe" is derived from the soliloquy from Shakespeare's play Hamlet in which the eponymous Prince ponders: "To be or not to be..."  Founder Manny Mashouf came up with the name after a conversation at a party he attended in San Francisco during the 1970s, shortly before he established the brand.

Words: symmetry; refined; simplicity

Strategy: refresh the font and play around with the simple shapes and symmetry of the letters “b” and “e”. The final result turns the four letters into a beautiful ornament combining simplicity and elegance.