Mother and water in one name, for a swimwear brand from Los Angeles.
2016
AMAIÒ is a swimwear brand from Los Angeles, California.
The name carries two languages at once. Amai means mother in Shona, spoken in Zimbabwe, and iò means water in Gallo, a dialect of southern France. The identity had to hold that meaning without turning into an illustration.
I took the wave as the central idea, since a wave carries the independence, elegance and power of water better than anything else. The serifs in the wordmark are shaped as the trough and the crest of a wave, and the same rhythm runs through the rest of the identity. White and dark grey keep the fashion side of the brand close to classic European elegance.
