Identity Review Logotype 2002

Pringle needed to re-communicate their strong heritage and confirm their status as a luxury brand.

Drawing on Pringle's own achive the three elements of the identity; logo, lion emblem and signature Argyle were sympathetically redesigned to regain Pringle's quirky heritage.

Research books were also produced as inspiration into the look of the relaunched Pringle and advertising.

Lion
It was essential that one lion emblem could be both printed and embroidered maintaining a consistent identity. Based on the many archival lions, this lion is evocative of Pringle's historic emblems

Argyle pattern
A graphic interpretation of the classic Pringle Argyle was created as the third element to the identity. We wanted the graphic Argyle to have ‘texture' and a knitted reality. The graphic Argyle had numerous applications and colour variations. It was effectively used as a clothes lining.

The Raker
The graphic Argyle was deconstructed into the Raker which provided a simpler alternative. The Raker was used extensively throughout the in-store packaging on carrier bags, product bags, tissue paper and Ribbons.

Golf pattern 
The pattern was created for Pringle's Golf range and is based on the texture of golf dimples.

Carrier bags
All the new in-store packaging had to be designed and produced for Pringle's first store opening on Bond Street. We were responsible for all the designs, materials finishes and production management.

Creative direction Peter Saville
Typography, design and illustration Howard Wakefield
Research Victoria Sawdon and Sascha Behrendt
Project management Sarah Parris

Download case study