Overview

Hot Topic originated as a retail store for punk music apparel and clothing inspired by the emo scene. However over time, the store has opened up to even more subcultures, and has become a place where the consumer could shop any form of fandom merchandise.

My Team

Alex Yerkovich
Lauren Feijoo
Anna Ernesto
Nicole Kubinski

Duration

15 Weeks

Tools

Adobe Creative Suite

The Problem

Hot Topic's current branding hasn't been changed in years, and has very little personality for a store that offers so much.

The Solution

We rebranded Hot Topic to create a fresher look that focuses more on the subculture and fandom based themes, while also paying homage to it's emo roots.

Brand Personality

Brand Principle

Branding System

Old Logo and Logomark

New Logo and Logomark

Logo Animation

Brand Architecture

Typography

Color Pallete

Applications

Posters

Catalog

Uniforms

Bags & Receipt

Tags & Stickers

Signage

Digital Assets

Reflection

• The new Hot Topic logo is more functional and pays homage to the brand's punk roots.

• Hot Topic can embrace fandom culture easier with this dynamic brand architecture.

• This branding feels fresher and more youthful, better matching the average Hot Topic consumer.