Urban Outfitters Rebranding (Branding)

This project is a rebranding initiative for Urban Outfitters. As it has always been one of my favorite brands, I began this project out of curiosity about its brand identity. Urban Outfitters is known for its youthful energy and trendy appeal, but what intrigued me the most was its long-standing history as a brand. Building upon this research, I developed a new identity that both honors its heritage and introduces a fresh perspective.

Targeting primarily college students and young consumers, I drew inspiration from Urban Outfitters' existing sans-serif logo and one of the most iconic symbols of college life: varsity team shirts. I believed that the modern yet vintage feel of varsity lettering could perfectly encapsulate both the brand’s heritage and its contemporary spirit. To bring this idea to life, I designed
a custom typeface and expanded the concept of “letters trapped in a frame” into a broader visual identity. For the color palette, I enhanced the brand's existing black and white scheme with a vivid blue—symbolizing youth and energy—to extend its visual impact.

Refined logo

Variable custom typefaces

Tag design

Store floor guide information glass

Packaging box tape

Outdoor signage

Store receipt & membership card

Social posts for campaign

Cherry