A sunniness straight from California
John Casado’s 1978 logo and Doug Tompkins, Tamotsu Yagi, Oliviero Toscani and Roberto Carra’s corporate identity for Esprit.
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Esprit was founded in 1969 by Susie and Doug Tompkins. The duo set out to create a lifestyle brand that would harmonise with the spirit of the time. Their approach was distinct, employing a 'mix and match' post-modernist approach that used colour, pattern, shape and style in complementary and contrasting fashion across a diverse range of products for ‘teenagers and young women up to the age of 35’. These products included everyday clothing basics, as well as sunglasses, watches, shoes, bags and umbrellas. Through their designs, which were highly graphic yet functional everyday items, Esprit expressed a bright outlook on life, a sunniness straight from the American state of California.
The brand developed from this central concept and a harmonisation of product, organisation and marketing. This manifested itself in many ways, and evolved over time. This would include the commissioning of ideologically driven architects for regional store design (Shiro Kuramata, Norman Foster, Ettore Sottsass and Antonio Citteri), an experimental approach to packaging (Tamotsu Yagi) and the way products were advertised, for example, using images of employees which was pioneering. This led to a brand that was highly specific in its target audience, eclectic, engaging and dynamic. Despite this mix and match approach, the brand was able to develop a graphic through-line, a visual identity that had a basic expression (just like the clothes) but could be reconfigured, played with endlessly and be a critical part of the appeal of the products.
