Sharp, strong and tailored to a tee: a look at Daily Dialogue’s identity for clothing brand A LINE

With garments designed and produced in Portugal, the timeless and skin-friendly ready-to-wear clothing of A LINE “begins and ends with women.” Daily Dialogue, a Munich-based design studio and creative consultancy, was responsible for developing an updated identity of the retailer, aimed to capture the essence of A LINE’s characteristics and core values of sophistication, empowerment, and sustainability in a simple yet strong identity. They achieve this through a bold and functional typographic system, heralded by a prominent logo that serves as the central focus of the brand. In a slight tweak to the brand’s original name, A-LINE, the studio introduces the idea of using the space between the letters for textual information, making “the hyphen redundant,” as Founder & Creative Director Maximilian Schachtner notes. This approach allows for the inclusion of key information, while also offering flexibility in layout and design. The wordmark and its eponymous ‘line’ element can be scaled as a header on paperwork or used more subtly throughout the brand assets. Daily Dialogue used Optimo’s Apax in varying weights throughout the brand. The sans serif was chosen, according to Schachtner, because it “worked well in both bold and strong usage for the logo,” and provided a simple and elegant option (when set in lighter weights) for all other textual information.