Bad Madge : The vintage store reimagined.
Bad Madge is a vintage lifestyle boutique nestled in the heart of South Park, San Diego. The shop specializes in vintage resale and features pieces from local San Diego designers, creating a thoughtfully curated and distinctly nostalgic shopping experience. The goal of the Bad Madge rebrand was to retain the boutique’s unique charm while introducing a timeless visual identity that can evolve with the brand for decades to come.
Mood Board Inspiration
Process Sketches
Logo Redesigned
The original logo features a dated typeface enclosed within a dark circle, accompanied by a secondary font in very small lettering. This design not only fails to reflect the vibrant character of the store but also struggles with spatial balance and legibility.The new logo introduces a custom script font paired with a clean, highly legible secondary typeface—designed to capture the playful, welcoming spirit of Bad Madge.
Primary & Secondary Logo
The primary logo is a horizontal design that ensures strong readability and scalability across various sizes. The main font is playful and rounded, echoing the individuality of each vintage item and embracing the charm of imperfection inherent in resale fashion. For a smaller scale option, the secondary logo takes inspiration from vintage clothing tags, incorporating a simplified “M” mark to subtly reference “Madge” while maintaining a classic and versatile look.
New Brand Kit
