Color: Culture

Color: Culture is a desktop-to-garment (DTG) print shop in Houston (TX) that aims to support both emerging street-fashion brands as well as those that are already well-established. This is accomplished through partnerships and the addition of soft-values and tech-combo as a value. The shop’s name and logo captures and reflects this business model in a symbol of a mutually beneficial relationship — the logo depicts a double-smiley emoticon as a metaphor for a win-win partnership by using double “C” initials from the shop's name, with a colon in between. The logo also serves as a cross-cultural visual cue that can be easily communicated, integrated, or hidden as needed. In further application, the logo utilises, in a manner of speaking, ready-made approach in reverse: because of its simplicity, it can easily be made from anything, creating branding opportunities ranging from subtle to emphasised, guerrilla to corporate, small to gigantic, digital to physical. It can be simply texted as a “(:)” on an app, transformed into a narrative building block or ornament, seamlessly embedded onto a product as a tag or graphic, and much more, all while remaining a universally recognisable, light-hearted, and unpretentious visual trigger. Red Dot Award: Design Concept | Concept | Visual Communication