Savile Row tailor Norton & Sons recognised the need to rebrand in order to appeal to a more style savvy contemporary audience, without losing the respect of their existing clientele. Norton & Sons has a rich tradition of understated elegance and flamboyance, with a reputation for using the finest British materials, perfection of cut and exceptional tailoring details. The chosen typography was influenced by collateral from the company’s 185-year heritage, while materials and processes were chosen to reflect the crafted quality and distinct nature of Norton & Sons products: the foil blocked typography, combined with the toothy stocks, is reminiscent of the combination of garment cloth and lining silk in a Norton & Sons bespoke suit.
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