An evolution of the brand identity for Toogood. The brief was to retain Faye’s original hand drawn Toogood logotype, but to introduce a new palette of fresh fonts, materials and colours. StudioSmall also developed a secondary T/plus symbol as a shorthand mark for usage across various products and packaging, and a complete redesign of Toogood's online presence.




StudioSmall is an independent, multidisciplinary design company that works within the creative industries for likeminded people, businesses and institutions worldwide. Based in London and Melbourne, and with a profession spanning well over 20 years, they are experts in art direction, branding, identity, digital, ecommerce, literature, packaging, and environments.

Clients: Dunhill, Sunspel, Fred Perry, Daks, Gails, Zegna, Loewe & Londonewcastle