SAINT JOY – Rebranding
Saint joy company was established in 1889. They pursue the long tradition inherited from Song dynasty of Chinese Brocade production. Preserving its know-how and loom technology. Their logo has never been updated and we wanted to propose a new direction to renew their image for a younger generation and international audience, all while keeping the strong value and philosophy of the brand.
The logo has been designed based on multiple historical sources of inspiration. Some references to the traditional Song brocade patterns and a front facing looming machine can be seen in the final logo.
The Chinese fonts have been designed by Archer Zuo, a Chinese font and calligraphy designer. The fonts have been made based on traditional Chinese characters.
The Song dynasty brocade is known to be the most complicated, elegant and beautiful form of brocade silk. Developed during China’s ancient Song dynasty some 1,000 years ago, Song brocade fabrics are characterized by their bright colors, exquisite patterns, and solid yet soft texture.
A secondary symbol representing a shuttle has been created in the same style as the main symbol.