Brandpulse creates new overall appearance for Hugo Boss

The Boss logo, unchanged since the 1970s, had a high recognition value worldwide. Recently, however, the brand reached its limits in times of digital-first communication and thus fell out of sight, especially among younger target groups. Brandpulse modernized the branding of both brands as part of a global brand refresh project.

Hugo Boss' strategic goal is clear: in the coming years, the potential of the brands is to be exploited more fully. The modernized brand appearance is also intended to contribute to this: Brandpulse renewed the overall appearance of the brands with a concise look and feel with the premise of a strong, self-confident impact according to the motto "Be Bold". The new brand image is primarily intended to add relevance, target younger generations more specifically, and position the two brands Boss and Hugo unmistakably with their own lifestyle stories.

Simplified brand structure

With a clear differentiation of the Boss and Hugo brands and the corporate brand Hugo Boss, the basis for a clearer positioning was created: The brand structure focuses on Hugo Boss as a corporate and platform brand on the one hand, and Boss and Hugo as lifestyle brands on the other.

Modernized logo

The Boss logo was given a facelift and now appears sans serif and concise. The previously used corporate anchor Hugo Boss and the logos Boss and Hugo will be dispensed with in the future. The more modern logo appearance represents a contemporary upgrade for a future-oriented fashion brand through optimal usability in digital applications as well.

Color as a strong brand design element

The color use of the previous brand design was sharpened by a clear color concept with the colors black, white and camel with different color use depending on the menswear and womenswear of the Boss brand.

Thus, the main color Camel characterizes the appearance of the Boss brand in womenswear, while Black is the dominant color of the Boss appearance in menswear. The modernized branding color concept with white and red for Hugo is likewise intended to create differentiation and clarity.

Overall, the brands now present themselves in a much more striking, self-confident and strong way, ready to conquer the fashion world with renewed vigor.

360 degree brand experience

Brandpulse defined all design principles within the entire 360-degree brand experience

new. The agency developed detailed concepts and guidelines for relevant touchpoints, including hangtags, product inserts and product branding with brand patterns for collection development.