HIDDEN NY
2024
HIDDEN NY is a progressive streetwear brand based in Manhattan, New York. They specialise in limited clothing and product drops, available by invitation only. Each release features rich graphic elements that reference cultural movements from the past, present, and future.
We collaborated with HIDDEN NY to optimise their existing icon suite, a key feature on their garments and products. Our goal was to create consistency while allowing for playfulness and a variety of icon subjects. To achieve this, we devised a simple, yet flexible icon grid to create structure. This also acted as a guide to determine elements, such as the outer framing circle. All these measures help icon legibility across a range of sizes.
Subtle optimisations were also made to HIDDEN NY’s already iconic symbol.
Any instance of HIDDEN NY clothing or product photography belong to HIDDEN NY/collaborators. They have been used here to demonstrate icon/symbol application.
