Global revitalization of the fashion brand

Fashion and lifestyle company HUGO BOSS manages the world-famous BOSS and HUGO brands. The BOSS logo, unchanged since the 1970s, has enjoyed high global brand recognition. But in the age of digital communication, the brand is no longer breaking through in the same way, especially among younger target groups. As part of a global brand refresh, Brandpulse has updated the branding elements of both the BOSS and HUGO brands.

The strategic objective of HUGO BOSS is clear: maximize brand potential in the years ahead. The updated brand identity will help to achieve this. Brandpulse has refreshed the overall brand appearance with a bold look and feel that reinforces the strength, confidence and impact of the “Be Bold” motto. In short, the new brand identity aims above all to increase brand relevance, better connect with younger generations, and create a distinct positioning for BOSS and HUGO through lifestyle stories.

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Simplified Brand Structure
The clear differentiation between the BOSS, HUGO and HUGO BOSS Group brands creates the foundation for more distinct brand positioning. The brand structure defines the HUGO BOSS brand as a corporate brand platform while BOSS and HUGO operate as lifestyle brands.

The Updated Logo
The BOSS logo has undergone a facelift and is now sans serif and concise. The HUGO BOSS corporate anchor, which used to appear in the BOSS and HUGO logos, will now be dropped. Optimized for digital applications, the more modern logo represents a forward-looking fashion brand.

“The branding refresh created by Brandpulse is a key milestone on the way to becoming a top 100 global brand.”

Daniel Grieder, CEO Hugo Boss

360° Brand Experience
Brandpulse has refreshed all design principles related to the 360 degree brand experience. As part of this comprehensive exercise, Brandpulse has created detailed concepts and guidelines for all relevant touchpoints, from hang tags and product inserts to product branding that includes brand patterns to cover the development of the collection. The new Brandpulse brand design covers the following: