2ndDay

Choosing a grotesque typeface immediately moved the brand in a more contemporary direction and helped bring 2ND’s design vision to life. To ensure flexibility, we developed a series of logo variations using the same typeface, allowing the identity to adapt to di!erent applications and use cases. It was especially important that the logo could be applied to garments in multiple formats without losing its impact or clarity.

The choice of typeface was classic and perhaps not surprising, but it was a deliberate decision. Helvetica Now offered the level of quality, versatility, and precision that the brand required. The color palette was kept strictly to black, white, and grayscale tones to maintain simplicity and ensure seamless integration with the colors used throughout 2ND’s collections.