The concept behind the new logo and branding was to essentially make it more user-friendly and familiar, compared with the harsh, bold, striking elements of the previous (existing) branding.
To do this I first changed the logotype. The existing ASOS logotype uses a very bold and sharp-edged type with extremely close kerning to the point of touching. This has served well as it is now easy to recognise and it was able to be used in a lot of ways, but I felt that it was too heavy and harsh for what ASOS stood for. I changed the logotype by choosing a new typeface, Oscine Bold, and rather than having all the letters touching, they are evenly spaced out to create a well-balanced logo. The type is a sans-serif which indicates a modern feel, it has round edges which reflects the friendliness and familiarity of ASOS, and is a quite heavy font which represents their reliability.
The shape of the logo is very similar to that of the previous logo which I felt was important as there are already millions of existing customers familiar with the ASOS brand, so changing it completely would be counter-productive. The line at the end of the type represents the flashing cursor you may see when typing on a computer. This came fro ASOS being an online-only company and where all of their customers are from. I felt this was a nice way to incorporate ASOS' history into their new design and new company ventures (having a physical shop). As well as it representing the type cursor, it also acts as a separator between the type and a sub-title, so it has a purpose as well as a reason.
Colour wise I felt that ASOS needed to have a very modern and minimal colour palette because minimalism is not only very popular now, but it also makes for a better website and physical space regarding how much information and products they have. Due to this, dark grey, gold and white are the only colours used for the branding. Other colours will be used for posters and magazines and such, but in terms of ASOS' branding, it is very minimal.
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