Singer Sewing Machines – Catalog Cover

Singer Sewing Machines is a huge brand worldwide. Yet their catalogue for the fashion industry was notoriously unfashionable. Stodgy even. When given the chance to re-think their image, we realized they didn’t need to shout their name… this book would be a frequent reference source, often situated within a hand’s reach of their customers and usually seen from the spine.

So we adopted a more playful, Zen-like approach, with a long swath of “Singer Red” satin draped in an informal “S” shape, the shadow of scissors to echo “Cutters Exchange,” and a blind emboss of the Singer logo. Simple yet daring.

collateral