(Est. 1977) “Eclat is the leader of the market in elastic fabrics and performance garments. With more than 40 years of experiences, ECLAT utilizes vertical integration from knitting to making garments to provide all-in-one services to our customers. Customers are always our first priority. By innovation, we strengthen our expertise to further fulfill our clients’ needs and satisfaction. Eclat has 1,700 employees in Taiwan; 16,000 worldwide; and has been listed in the Taiwan Stock Exchange since 2001.
Images (opinion after)
Logo. Sub-brands. Product names. Guidelines. Collection cards. Print materials.
Tags, before (top) and after (bottom). Booth.
The old logo looked like a generic brand of a generic product presented in the most generic way. You could replace “Elastic Textile” with “Banana Distribution” and it wouldn’t have made a difference. The new logo gives Eclat an actual logo that has a strong presence and a cool differentiating gesture in the shape of the “a”. I’m not usually pro all-lowercase wordmarks but maybe this would have worked nicely with an “e” that matched the “a” as the “E” is the one letter that stands apart from the others that have curves. The wordmark is paired really well with Newlyn’s New Hero which has a very interesting Futura-meets-Gill-Sans structure that feels modern and classic. The use of New Hero in its light weights works great with the bold wordmark in the print applications. Overall, this has gone from a company that looks like something you would want to avoid doing business with to a well-established, trusted company.