Winning Entry · 99designs

My Pattern My Fashion

Fashion Brand Identity

A fashion brand built on a simple but powerful idea: that style is as individual as the person wearing it. My Pattern My Fashion needed a mark as personal and expressive as the clothes it represents — modern, confident, and free of the generic visual language that dominates fashion branding.

IndustryFashion & Lifestyle

ServiceLogo & Brand Identity

Platform99designs

The Contest Brief

Design a modern, personal logo for a fashion brand built around individual expression — confident enough to feel premium, open enough to feel personal.

My Pattern My Fashion is a fashion brand that centres the individual: the idea that every person's style is their own pattern, their own language. The brief asked for a mark that could carry that ethos — not a generic fashion logo, but something with genuine personality and a point of view.

Fashion branding tends toward two extremes: stark luxury minimalism or exuberant trend-chasing. This brief sat deliberately between them — modern without being cold, expressive without being loud. The name itself was the starting point: pattern as both literal textile element and metaphor for personal identity.

Design Requirements

Modern, confident identity for a fashion brand focused on personal expression

Convey individuality and style — avoid generic fashion logo clichés

Works across garment labels, tags, packaging, digital, and social media

The 'pattern' concept can inform the mark — but shouldn't be overly literal

Premium enough to feel aspirational, personal enough to feel accessible

Colour direction open — brand palette to emerge from the winning concept

Design Exploration

Sketches, concepts, and the directions that didn't make it

Initial Sketches & Typographic Studies

Concept Direction 01 — Pattern-Informed Mark

Concept Direction 02 — Modern Wordmark

Rejected Explorations

The Final Mark

A mark as personal as the clothes it represents.

Symbol

A mark with genuine character — not a fashion logo for every brand, but a mark that only works for this brand. The form echoes the idea of pattern as personal expression: structured but individual, elegant without being distant.

Typography

"My Pattern" is set in a custom hand-crafted typeface — unique to this identity and unrepeatable. "Fashion" uses Trajan Pro, a classical serif with Roman inscription roots. The pairing creates deliberate tension: handmade warmth above, timeless authority below.

Colour

#A91E22 · #231F20 — a bold crimson paired with near-black. The red carries passion, energy, and the confidence of fashion-forward thinking; the dark ground anchors it with sophistication and editorial authority.

Logo System