Made by Choice has redesigned its logo to reflect its new customer centric strategy. The logo is designed by feted Swedish artist Hank Grüner.
The new playful logo is the first major rebranding exercise in the company’s history.
Niclas Ahlström, co-founder of Made by Choice stated “The brand revamp reflects the new artistic direction of Made by Choice. The brand has historically had strong ties to the art world in addition to the worlds of fashion and design. The logo brings a more human touch to the brand and reflects our customer centric ethos. We also wanted to bring the whole name into the logo rather than just “Choice.””
The logo is intended to signal a strong focus on scaling the business through aggressive growth internationally, innovation and customer service. It reflects the company’s focus on doing things to perfection with a playful attitude and a strong focus on innovation and on the end customer.
Hank Grüner is a multidisciplinary artist based in Stockholm, who originally comes from Columbia. In addition to working predominantly in painting, sculpture and drawing, Hank has worked as an in-house artist for the Swedish fashion brand Our Legacy. Hank is represented by Coulisse gallery in Stockholm.