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Visual identity for Dapper Oslo

Visual identity for Dapper Oslo

Dapper Oslo is a shop and a brand built around classic style, quality and a way of living, with roots in barber culture and cycling. They wanted an identity that could carry the brand from a niche to a clear, professional profile, without losing what made it particular.

Client: Dapper Oslo
Workplace: Dunderverk AS
Year: 2015

The cover of the Dapper Oslo design manual.
The cover of the Dapper Oslo design manual.
The Dapper Oslo logo in the design manual.
The Dapper Oslo logo in the design manual.
The Dapper Oslo typeface in the design manual.
The Dapper Oslo typeface in the design manual.
The Dapper Oslo colours in the design manual.
The Dapper Oslo colours in the design manual.
An early photograph from one of the first Dapper Oslo shops.
An early photograph from one of the first Dapper Oslo shops.

My role

I redesigned the visual identity for Dapper, in close work with the founders.

The work included:

  • Concept and logo.

  • Visual expression and colour.

  • Typography and stylistic direction.

  • Design for print and for digital surfaces.

Approach

We started with Dapper's history, values and audience, and talked about how the brand should be read from then on.

I worked towards an expression that could hold the modern and the classic, the crafted and the urban.

The logo and the identity were made to be recognisable, durable and flexible, from the shop sign and the packaging to ads and the web.

The solution

The identity is sober, and still particular:

  • A typographic logo drawn from classic letterforms.

  • Shades of black, grey and a deep green, for depth.

  • One visual line for print and digital.

  • Easy to use in the shops, on the website and in social media.

It works both as the sender and as a frame for Dapper's visual world.

Result

The new identity gave Dapper a clear and consistent expression, which supports the brand's credibility and its growth.

It is easier to communicate the same way across channels, and the identity has become a tool for positioning Dapper in a crowded lifestyle market.

I am glad to have given Dapper an identity that can last, and that still feels like itself.

Disciplines

  • Visual identity

  • Logo design

  • Typography and colour palette

  • Design for print and retail

  • Design for digital surfaces

  • Strategic design

  • Visual communication

The logo and the identity are also used on the website, here.