Tern
Identity · Apparel · Packaging
Built for the edge of the coast.
- Bird symbol & wordmark
- Garment branding
- Swing tags
- Woven labels
- Care information
Movement in one silhouette.
Tern brings a coastal outdoor identity to clothing and the details around it. The mark needs to work as a recognisable chest signature and on a woven label, where size and reproduction set very different constraints.
A swept wing, a small beak and the fork of the tail establish the bird without feather detail. The upright wordmark provides a firmer counterpoint. Navy anchors the range; ochre introduces a useful, warmer contrast.
A useful detail around the garment.
The complete signature.
The wing and forked tail do the identifying work. Keeping the interior solid makes the silhouette suited to small transfers and woven labels.
The defining colour of the identity.
A system that carries the idea.
The full bird-and-name signature introduces the brand. The bird alone handles smaller garment applications. Swing tags and care information use a fixed hierarchy so the identity stays clear when practical information takes over.
A distinctive outline
The wing and forked tail do the identifying work. Keeping the interior solid makes the silhouette suited to small transfers and woven labels.
Colour with a practical role
Navy forms the main garment and packaging colour. Ochre separates tags and secondary products without introducing a competing identity.
Information belongs in the system
Size, care and product information use the same alignment and spacing. Small pieces deserve the same care as the main mark.
