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 or please-dine-accordingly or please-dress-accordingly… (it's basically whatever it wants to be), aims to bring people together to share special moments. They have solidified themselves as a hotspot spot for curated vintage goods or just having a jig with the locals.

It was important to focus on developing a logo that reflects this flexible and forward thinking retail/hospitality experience. The outcome required a style over trend approach that harmonised with their equal interest in foil gradients and 1940’s packaging design.

The final product came to be a geometric sans-serif logotype. The characters have heavy influence from vintage art deco typefaces which hold various shaped forms such as Nobel or neutraface, additionally it shares a consistent even weight and various crossbar heights.

Lastly, the logotype design stands out by embracing an imperfect but authentically built structure.