Under new ownership in 2023, Esprit was a brand that had lost its way—not even the original logo had survived Esprit’s acquisitions over the years. The brand identity itself had no guidelines and no rules, but consumers remember it as visually cohesive. 

Through research into the archives, we distilled the concepts used by Esprit’s original creative team and codified them into an identity system. We commissioned a new logo, drawn by Commercial Type, based off of the original drawings for Esprit’s first logo—developing it into an original and ownable typeface that returned Esprit to its Swiss-style design roots, modernized for digital application.