Femme Fashionable

"Minna Palmqvist launched her eponymous fashion label in 2009 as a continuation of her Masters project Intimately Social at the prestigous Konstfack College of Arts in Stockholm. The Intimately Social series is an evolving constant challenging the traditional fashion seasons and exploring the obsession with the female body, by merging social commentary with fashion and art.

The concept has its starting point in the somewhat complicated clashes between the socially accepted female body and the real fleshy bodies we inhabit. It is a conflict between what we wish for, what is forced upon us and what we try to hide.

Minna Palmqvist does not only offer a range of ready-to-wear garments, but also handmade statement pieces from the Stockholm atelier. The brand experiments with art projects related to the subject of the female body, which nurtures the inspiration for the clothing.

Minna Palmqvist keeps claiming that the female body is not yours to judge."

Design by: Bedow (Stockholm)

Opinion/Notes: Most logos for fashion designers go for the unassuming, non-thunder-stealing aesthetic. Which makes sense. And this logo is no exception. Except for its clever and subtle introduction of the lower half of a female symbol that can only be used when there is a circle above to complete it, whether it be a button or hole in the tag. Great nod to Minna's female theme.

Related Links: Bedow case study

Select Quote: The Minna Palmqvist symbol origins from the female body. It shall be used when possible — always positioned beneath a circle. The circle can be anything with a round shape — a button, the wearers head, the handle of a tote bag, a punched hole on an A4 paper, etcetera. If there are no round shapes near the symbol it should not be used.

Identity elements. Explanation of the symbol, which can only be used when placed under a circle element, like below. Button detail with symbol. Tag.