YMC's new logo is designed by artist (and family friend) Pref
In a time disconnection, friendship and community comes first for YMC
There's been a graphic shake-up at YMC. The significant UK label has gained a new logo for its capsule collection, launching this week. The cube-shaped logo, rendered in shades of grey, appears on each piece, including t-shirts, socks, coach jackets and bucket hats. It's a bold move for the label, which has ‘consciously avoided' emphasising logos in the past, says co-founder Jimmy Collins.
But, in a time of forced disconnection, YMC looked to a friendly face to work on the project, as a way of introducing a revitalised energy. Family friend Pref, a British graphic artist working in typography and graffiti, has been known to the brand since childhood. He used the YMC (You Must Create) wording to inspire the logo's design.
‘The unique combination of characters and words in the brand names and slogans gave me an opportunity to create something new with my style,' he explains. ‘Each varying combination of letters offers different visual possibilities. My final aim is to create something that is technical and innovative but at the same time legible, simple and concise.'
While 2020 is now known universally as a year of (not so great) surprises, YMC has relievingly provided us with its familiar, punk-ish and London-centric feel throughout the capsule, with the rejuvenated logo marking the biggest shift.
All involved put the project's success down to the neighbourly, collaborative tone of the partnership. ‘Working with Pref has been a collision of worlds in many ways,' says Collins. ‘His work with typography, strong words and humour was the reason we approached him.'
Pref agrees: ‘It's important to curate the right artist/brand with the right style and ethos, more than anything else – once that’s done the rest of process should take care of itself. Each side of the collaboration must compliment the other and feel free to do what it is they do without being hindered. A successful collaboration should make it possible to stretch beyond what might normally be possible for each of the parties on their own.'
INFORMATION
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
Elly Parsons is the Digital Editor of Wallpaper*, where she oversees Wallpaper.com and its social platforms. She has been with the brand since 2015 in various roles, spending time as digital writer – specialising in art, technology and contemporary culture – and as deputy digital editor. She was shortlisted for a PPA Award in 2017, has written extensively for many publications, and has contributed to three books. She is a guest lecturer in digital journalism at Goldsmiths University, London, where she also holds a masters degree in creative writing. Now, her main areas of expertise include content strategy, audience engagement, and social media.
-
Southern Arizona sets the scene for a corking vineyard experience at Los Milics
Los Milics winery, designed by Chen + Suchart Studio, is set among vines at the foothills of the Mustang Mountains
By Sofia de la Cruz Published
-
Spanish design studio Masquespacio's new HQ is a historical mansion bursting with colour
Design studio Masquespacio presents its new home and office, a bold and unique space in a beautifully refurbished historic villa near Valencia
By Léa Teuscher Published
-
Surreal, uncanny, seductive: step into Graham Little’s world
Scottish artist Graham Little presents his first US retrospective at The FLAG Art Foundation in New York
By Hannah Silver Published
-
New Byredo store opens in London’s Covent Garden
Byredo has unveiled a new Covent Garden store, its second bricks-and-mortar destination in London
By Hannah Tindle Published
-
How Biba’s make-up and cosmetics line started a beauty revolution
Ahead of a new Biba retrospective opening at London’s Fashion & Textile Museum, Hannah Tindle speaks to Barbara Hulanicki about its pioneering make-up and cosmetics line
By Hannah Tindle Published
-
Alaïa unites fashion and art in its redesigned London flagship
Conceived by creative director Pieter Mulier, Alaïa’s reopened New Bond Street flagship is an intimate space which doubles as an art gallery showcasing works from Sarah Lucas, Sterling Ruby, Marc Newson and more
By Tianna Williams Published
-
AV Vattev is the London-based menswear brand creating slow fashion with a subcultural twist
Part of Sarabande: The Lee Alexander McQueen Foundation, Antonio Vattev of AV Vattev is staunch in his commitment to slow fashion, even as he stacks up stockists and famous fans
By Joe Bobowicz Published
-
Cult men’s grooming brand Horace opens its first London flagship store
Men’s grooming brand Horace has unveiled its first standalone international store outside of its home in France
By Hannah Tindle Published
-
Dolce & Gabbana continues its new chapter with a London space devoted to beauty
Dolce & Gabbana opens a new beauty corner inside its lavish Old Bond Street store
By Hannah Tindle Published
-
Hermès blasts off to ’the silky way’ for breathtaking London event
Behind-the-scenes of Hermès’ ‘Brides de Galaxy’ in London yesterday evening, a jaw-dropping event celebrating the carré silk scarf and its instantly recognisable prints
By Jack Moss Published
-
Omorovicza’s new London store evokes a soothing Hungarian spa
The new Omorovicza flagship destination brings the Rác Thermal Bath to Mayfair, with signature facial massage and mineral-rich products
By Hannah Tindle Published