Something that has always intrigued me is the nature of fashion trend forecasting and how it is done. This year a new group has come together to tackle this subject and they are called the WGSN Group. The WGSN Group works to “measure, map and understand the convergence of complex indicators that predict demand, so [customers] can make the right thing, at the right time, at the right speed.” And is made up of “leading fashion forecaster, with over 300 editorial and design staff in offices throughout Europe, Asia, North and South America and the Middle East.” With the creation of a new group comes the need for an all-encompassing logo and identity design, which has been design by London based agency venturethree.

The key idea being portrayed through the logo is ‘Now.New.Next’ which has been expressed through the bespoke nature of the typeface, allowing for a subtle incorporation of an arrow signifying the forward nature of the group.

The new logo is defiantly worlds away from its predecessor and is clean, sophisticated and bold. This helps to link the brand seamlessly into the world of fashion. What I am particularly drawn to is the subtle quirks of the typeface, breaking up the solidity of the sans serif font making it both an eye catching and dynamic identity.

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