Spanx has made a name for itself in the hosiery industry with bold packaging and iconic name. The company was exploring a possible rebrand and approached SCAD with a group design challenge. They wanted a symbol to pair with their existing word mark.
After researching the reason why people wear Spanx, we landed on a concept that emphasizes the way Spanx encourages its customers to feel more empowered to be their true selves, and to be more confident opening up. The final mark resembles an open embrace. The abstract form is based on the letter S and curves upward in a way that feels playful and empowering. While the word mark is maintained, the new typeface of Fertigo Pro further aligns with the new symbol through sleek and smooth curves.
The new mark gives Spanx the flexibility to extend beyond hosiery into activewear and beyond as they continue to grow.