The logo depicts a shield and is inspired by the founders’ origins in Africa. According to Purcell, “Lev said it’s going to be all about triangles, which he subsequently completely forgot that he said.” Daily Paperĭaily Paper is an Amsterdam-based menswear label making waves for its contemporary fare. The Palace logo titled “the Tri-ferg,” however, was envisioned by Fergus Purcell, celebrated British illustrator who has straddled in both the underground and mainstream realms, producing designs or his own skate label Aries along with Marc Jacobs. Designed by Swedish artist Oscar Reutersvärd in 1934, the shape is an impossible object and a type of optical illusion that sees no definitive end. Featuring a Penrose triangle adorned with italized “Palace” type on its three sides, the label has been worn by anyone from local Southbank skaters, SoHo socialites to household name rappers like Drake.

Palace Skateboards was founded in 2010 by Lev Tanju, but its fundamentals were set during the mid 2000s under the monikier PWBC. Its aesthetic is inspired by a ’90s nostalgia that has seeped through onto its apparel designs and lo-fi skate videos which are often edited with satirical news clips. While the big brothers of streetwear such as The Hundreds and its Adam Bomb mascot, Supreme - and its Barbara Kruger-inspired logo - and A Bathing Ape (and its tongue-in-cheek reference to spoiled youths bathing in lukewarm water) have been heard many times before, here, we skip through the list, bringing to light the story of 10 streetwear logos from both established and fledgling brands uncovering the real meaning behind their guise. Particularly, in streetwear, where common wardrobe staples - think coach jackets, pocket tees and 5 panels caps - are often used as blank canvases for designers to flaunt their creativity, a suitable logo can leave a lasting impression if presented in the right way. With many brands’ roots entrenched in graphic T-shirts, a logo has the pivotal role of putting a fledgling brand at the forefront of the market in its early stages, and without a memorable design… well, it probably wouldn’t make for a compelling T-shirt release. The power to be influential and publicly recognizable without the aid of words is invaluable, and even more so in the realm of fashion. A logo is a simple image that can instantly evoke the essence of an entire brand and company at a glance.

Pink hype house logo