Named after the founder of Stone Island, Massimo’s Rail is an online vintage clothing store based in Newcastle upon Tyne. For their logo, three key principles had to be met; a visual link established to Stone Island’s logo, a symbolic representation of Stone Island’s founder and a clear or ambiguous portrayal of the brand’s line of work. Starting off from a mood-board of old cigarette logos (particularly Marlboro), the first objective was met by using the same three colours as Stone Island’s logo. The second with a portrayal of The Alps, in reference to the founder’s birthplace in Northern Italy. For the third I blended The Alps into a coat hanger, in line with the brand’s core commercial identity, as well as doubling as a question mark to characterise the varying surprises found when vintage shopping.
After completing the logo, I was then asked to take some photographs for an upcoming release of Stone Island garments. With full creative control, I shot the models on a digital Canon 60D camera on a late night walk around Newcastle and tweaked them in Photoshop after to give a film like quality.
