I wanted this fashion logo to be more than just the standard sans serif nicely laid out type. I've opted for something similar to the below, block shapes that are representative of the company name - but with an added element that can act as the identity through the range. These guys have gone for a swirl that has then been applied to posters and flyers and the like, I'm going to do something with the '&' element - and have that act as the brand.
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