Vogel, New York 1879: redesign and strategy for the historic equestrian brand
We helped the new ownership redefine Vogel's brand identity, honouring its prestigious history while projecting it into the bright future ahead.
Manhattan, NYC, late 1800s:
what legacy can remain today?
Research into American magazines of the period led us to identify an illustration of the iconic Vogel boot, already popular among jockeys and female riders. Today, this audience remains central to the brand, while expanding to include lovers of bespoke footwear and luxury shoe buyers.
Logotype and mark:
two complementary contributions
The logotype is the result of meticulous work on the proportions and contrast of the letters, starting from a linear typeface. The goal was to give the logo the appropriate historical character for a brand founded almost 150 years ago. The mark, meanwhile, is a simplified rendering of an illustration found in a late nineteenth-century magazine, suited to contemporary visual applications.
Building a visual identity
for today's New York
Drawing on foundational elements from the brand’s history, we designed alternative graphic compositions using New York City’s colour palette, movement, typefaces and layouts that use contemporary visual codes.
Strategy and writing:
designing the tone of voice
and the key messages
Through the writing process, we helped the brand clarify its strategy, history, mission, vision and core user personas. This enabled us to define key messages for each audience and quickly create visuals that give form to the communication before delving into the details of each individual project.
PROJECT CREDITS
Studio Visuale + Vogel
For Studio Visuale: art direction and project management: Francesco Pia and Daniele Balcon.
For Vogel: Diego Zambon, Giulia Mazzalupi, Chiara Berera and Isabella Signori.
Studio Visuale Team
Francesco Pia (creative direction); Daniele Balcon (art direction); Marta Pulin (graphic design); Roberto Pizzato (copywriting).
