ABOUT

Born as Sole Superior, an annual street culture convention held in Singapore since 2013. In 2019, following a renewed strategic positioning and purpose, it was renamed Street Superior. We re-established the brand's identity/direction through this new lens, setting the stage for what's more to come.

The logo takes inspiration from common road/floor markings, which is reimagined as a detail in a stylized 'S'. This links back to the idea of what Street Superior stands for—being a platform that provides a space for street culture to thrive. The concept revolved around placing focus on the collaborators, the word mark is designed to communicate its versatility to exist on various platforms without distracting.

Initial concept development for the logo design was born from the idea of creating a versatile 'frame' inspired by road markings. It represents a space which would serve a functional purpose that places focus on collaborators, artworks or products.

However, we soon realised that it looked too similar to a particular Off-White™ brand asset, and eventually only the visual inspiration of the road markings was kept and evolved into a detail within the 'S' logo mark.