A new curated vintage shop that’s now open on Easey St, Collingwood, reached out for some brand identity magic for their launch. PDA, short for Please-Dance-Accordingly, Please-Dine-Accordingly, or Please-Dress-Accordingly (it can be whatever you want it to be), aims to bring people together to share special moments. They have established themselves as a hotspot for curated vintage goods or simply for having a jig with the locals.

The goal was to develop a logo that reflects this flexible and forward-thinking retail and hospitality experience. The result required a style-over-trend approach, harmonizing their equal interest in foil gradients and 1940s packaging design. The final product is a geometric sans-serif logotype, heavily influenced by vintage Art Deco typefaces like Nobel and Neutraface, with consistent weight and varied crossbar heights. Lastly, the logotype design stands out by embracing an imperfect yet authentically crafted structure.