New logo and visual identity system for American Eagle

Design of a new logo and visual identity system for American Eagle. After 40 years, the American Eagle visual identity had lost relevance for a new generation of young consumers and was in need of redesign. The new system, including new logo, word-mark and typography revitalized the brand and saw significant increases across a range of brand metrics including cool factor and intent to purchase. The launch of the new logo on a range of mens apparel delivered the best selling graphics package for the brand since 2016.

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