Ends

Work

Ends

A brand identity for a streetwear label from west London, cut and sewn in small runs.

Services

Brand identity

Scope

Crest, mark, wordmark, guidelines

Year

2026

Tools

Figma

The brief

Ends makes puffers, track tops, caps and heavyweight tees in small runs, sold online and from one shop on the Golborne Road. The name is London slang for your neighbourhood. The brand had to carry that local pride without the usual streetwear clichés, and work on a woven label as well as a shopfront.

The idea

Draw the neighbourhood in facets. The tower blocks, walkways and people of west London, cut into flat planes of one green, so the brand feels local and new at the same time.

Key decisions

Three marks, one family

Why

A label needs a crest for the shop, a small mark for tags and a wordmark for everything else.

Effect

The woodcut tower crest, the angular e and the wordmark work together or alone, from a shopfront to a woven label.

One green, everywhere

Why

Streetwear feeds are loud, and a brand with many colours disappears in them.

Effect

Emerald covers most of every surface, so a single cropped image reads as Ends.

Angular illustrations

Why

Photos of models in caps look like every other label.

Effect

Every image is cut into flat planes of the same green, which gives Ends a look nobody else in the category has.

Three marks, one family

Why

A label needs a crest for the shop, a small mark for tags and a wordmark for everything else.

Effect

The woodcut tower crest, the angular e and the wordmark work together or alone, from a shopfront to a woven label.

One green, everywhere

Why

Streetwear feeds are loud, and a brand with many colours disappears in them.

Effect

Emerald covers most of every surface, so a single cropped image reads as Ends.

Angular illustrations

Why

Photos of models in caps look like every other label.

Effect

Every image is cut into flat planes of the same green, which gives Ends a look nobody else in the category has.

Three marks, one family

Why

A label needs a crest for the shop, a small mark for tags and a wordmark for everything else.

Effect

The woodcut tower crest, the angular e and the wordmark work together or alone, from a shopfront to a woven label.

One green, everywhere

Why

Streetwear feeds are loud, and a brand with many colours disappears in them.

Effect

Emerald covers most of every surface, so a single cropped image reads as Ends.

Angular illustrations

Why

Photos of models in caps look like every other label.

Effect

Every image is cut into flat planes of the same green, which gives Ends a look nobody else in the category has.

Three marks, one family

Why

A label needs a crest for the shop, a small mark for tags and a wordmark for everything else.

Effect

The woodcut tower crest, the angular e and the wordmark work together or alone, from a shopfront to a woven label.

One green, everywhere

Why

Streetwear feeds are loud, and a brand with many colours disappears in them.

Effect

Emerald covers most of every surface, so a single cropped image reads as Ends.

Angular illustrations

Why

Photos of models in caps look like every other label.

Effect

Every image is cut into flat planes of the same green, which gives Ends a look nobody else in the category has.

Three marks, one family

Why

A label needs a crest for the shop, a small mark for tags and a wordmark for everything else.

Effect

The woodcut tower crest, the angular e and the wordmark work together or alone, from a shopfront to a woven label.

One green, everywhere

Why

Streetwear feeds are loud, and a brand with many colours disappears in them.

Effect

Emerald covers most of every surface, so a single cropped image reads as Ends.

Angular illustrations

Why

Photos of models in caps look like every other label.

Effect

Every image is cut into flat planes of the same green, which gives Ends a look nobody else in the category has.

Three marks, one family

Why

A label needs a crest for the shop, a small mark for tags and a wordmark for everything else.

Effect

The woodcut tower crest, the angular e and the wordmark work together or alone, from a shopfront to a woven label.

One green, everywhere

Why

Streetwear feeds are loud, and a brand with many colours disappears in them.

Effect

Emerald covers most of every surface, so a single cropped image reads as Ends.

Angular illustrations

Why

Photos of models in caps look like every other label.

Effect

Every image is cut into flat planes of the same green, which gives Ends a look nobody else in the category has.

The presentation board: marks, colour, type and the image world on one page.

Brand identity

The crest, the e, the wordmark, colour and imagery, and how they work on a banner, a tee and a tote.

02What Ends is

03The marks

04Images

05Hero

06Lockups

07Pattern

08Banner

09Colour

10Type

11Applications

12Closing

02What Ends is

03The marks

04Images

05Hero

06Lockups

07Pattern

08Banner

09Colour

10Type

11Applications

12Closing

02What Ends is

03The marks

04Images

05Hero

06Lockups

07Pattern

08Banner

09Colour

10Type

11Applications

12Closing

02What Ends is

03The marks

04Images

05Hero

06Lockups

07Pattern

08Banner

09Colour

10Type

11Applications

12Closing

02What Ends is

03The marks

04Images

05Hero

06Lockups

07Pattern

08Banner

09Colour

10Type

11Applications

12Closing

02What Ends is

03The marks

04Images

05Hero

06Lockups

07Pattern

08Banner

09Colour

10Type

11Applications

12Closing

The system

Emerald is the main colour. Type is navy-black, and mint fills the background panels.

Emerald

#02885C

Mint

#CDEBDD

Navy-black

#0E1B2C

White

#FFFFFF

Custom wordmark and Inter

Wordmark and interface

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