Identity Designed is a showcase of brand identity projects from around the world.

Hörst

Contributed by Serge Côté, art director at Montreal-based lg2boutique.

Horst brand identity

lg2boutique’s mandate was to restyle the brand platform of Hörst, a designer and maker of high-end men’s clothing. Strategic research and the perceptual axes of the competitive field helped identify an important opportunity. Amongst large international players such as Hugo Boss, Versace, Strellson, Paul Smith and Ermenegildo Zegna, seduction proved to be the most ignored perceptual axis. This insight held great potential and offered the brand a credible positioning with which to enter the high-end market.

Horst brand identity

Hörst’s target likes to shop and is constantly on the lookout for that little elegant or eccentric something to reaffirm his style. He is a mature man who maintains a somewhat mysterious air. Seduction, in his view, is a game. With a slight penchant for the extravagant, he is the embodiment of the modern dandy. He takes great pleasure from his lifestyle, never slavishly bowing to the dictates of fashion. Going to the barber, learning music or taking the train for business are all things he makes time for. His entire person is seductive, rising above the everyday. He is authentic.

Horst brand identity

The “Authentisch Mann” signature highlights the brand’s German heritage — an important differentiator in a world of fashion dominated by French, Italian and British brands.

lg2boutique believed that all these elements defined a position that would permit the Hörst brand to standout from the field.

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

Horst brand identity

lg2boutique elsewhere on Identity Designed: F. Ménard.

View more brand identity work on the lg2boutique website.

17 appreciated remarks about “Hörst”

  1. Wow that looks really great, manages to resolve the elegant/eccentric propositions without being silly or abstract. I don’t really see ‘seduction’ in any of the pieces but they are very well executed, the type over photography work is particularly neat.

  2. I really like this. A lot. It feels more genuine than other attempts I have seen to create modern luxury brands.

  3. Very strong visuals and good use of materials. I have some doubts about the copy, though. “Stehen Sie zu Ihrer Persönlichkeit” (Man up to your personality), “Authentisch Mann” (authentic manliness) – slogans like these do not fit the customer described above who seems to me above such obvious advice because he already knows who he is. Instead, this caters to the wannabe who needs assurance which is rather not cool or elegant. I’d rather see the products speak for themselves and more subtle copy to define the mood.

  4. It looks and feels great.

  5. This is so sexy! I love how versatile each of the tags are and how the logo is displayed on all the different applications. Wonderful!

  6. Pure class! This just looks expensive…and that seal…oh my god!!!

  7. This is a great design. I especially like the stamp which was created, how was this done? it looks incredible really inspiring.

  8. This is subtle and classy seduction, not raunchy and overbearing – the kind that makes the man dressed in these threads the object of everyone’s admiration on many levels, not just sexual. This brand speaks to an audience that prefers authentic over perceived quality, resilient materials, and a way to escape the cheaply-stitched, overly trendy status quo. I totally got it before I even read the article. — Well done!

  9. The branding is impeccably done. Not to mention gorgeous and sexy.

  10. I love the look and feel of this, it’s definitely masculine, but more focused towards the ‘dapper gentlemen’ look, speaks of class, with a bit of sexiness thrown in there.

    Overall, I’m instantly impressed, this is the kind of look I want to portray myself with, to not only feel like a dapper, well-dressed, upper-class man, but to look it.

    I love the materials, the quality in the materials, and the quality shown in the design – yet the only thing that’s bugging me about this is the violet colour, it doesn’t have such a great contrast as white on black or similar, perhaps orange or even golden yellow would look nicer, but might diminish the intended look.

    Excellent work!

  11. It’s been quite a while since I’ve had such a strong attraction to a brand mark. It’s extremely powerful. *LIKE*

  12. Wow…what a gorgeous identity. Simple, yet complex. Sexy, sophisticated, modern and traditional all at the same time. Very impressive work!

  13. Love the embellished ‘H’ and application is good, all fits well, But I have one problem with it. Letterspaced lowercase (stealing sheep) boldish sans for the type?! Ruined it.

  14. On the shirt label it looks like a Marks n Spark offshoot logo.

  15. For sure the team had found and achieved a unique positioning. Very clear and straight to the point, as authentic as it could be. I really like the brand environment. It makes me feel the experience of manhood and seduction. Well done, well done boys!

  16. This is too sexy it should be illegal.

    Anyone IDed the type?

  17. This identity is a perfect example of what a brand is all about. From the logo design to the tagline, everything in between blends extremely well to create an identity that is both genuine and authentic.

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