Moniker is a second hand clothing store on Depop.  They sell branded clothing to people who don’t seek the latest fashion and don’t like things going to waste.  Their overriding goal is to increase the popularity of reusing old clothing instead of always buying new.  This helps ensure clothing doesn’t needlessly go to waste.

Moniker has designs on creating it’s own line of recycled clothing produced from discarded garments that would otherwise go to landfill.  

Their logo required an economical approach, one that says reusability and also stand alongside other contemporary brands.  The company wanted to stay away from generic, eco-friendly visuals, and needed something unique that represented quality as well as sustainability. 

The solution was a roundel.  This icon and logotype combine well to represent the company in all aspects - it was designed to be ambiguous and evocative.  It conjures up thoughts of a flower unfurling, a stained-glass window, and the spokes of a wheel.

The icon has two states.  The internal cross and surrounding circle is the logo for larger scale domains, and the latter is the smaller icon, which combines both in a single symbol - used mainly when embroidered onto clothing.