Interesting to read that Freshjive is dropping its logo as of 2010. I first read about it on the excellent PFSK blog, which stated that it was going logoless and brandless. In a second interview with PFSK, Rick Klotz, Freshjive’s founder / owner described the new black square logo as “the same labeling we’ve been running on our garments, less the brand name on it”.

So, Freshjive are removing their logo from garments and leaving the border behind as a placeholder, which is going logoless.But, the placeholder has a graphic form - a black square with a white outline:

They’ll still be named FreshJive. And they will still known for leading-edge streetwear. All of which makes this a re-brand, albeit a dramatic and fundamental one.

And an ingenious one. Rick obviously knows his audience and I think he knows they’re suffering from brand fatigue. He’s making a leap into a less branded world in a bid to keep them onboard. Being one of the first to make this leap gives FreshJive an opportunity to make a splash in the short term and own the unbranded space in the long term.

I think the new identity is better too. It resonates much more closely with the Freshjive brand that is being built on the company blog - bold, outspoken and rebellious. The old logo jars next to an article about cops abusing their Tasers, whereas a black square looks perfect.