YAK

The Brand

YAK (yarnandknitting.com) is a vibrant, confident and inclusive brand that offers timeless quality products. The online and brick & mortar shop is run by yarn enthusiasts who are obsessed with the modern crafting world and who relish the knitting community. I worked with YAK’s founder, Kate to create an identity that is inspired by knitting charts and notations.

The Design

YAK's logo celebrates the condensed uniformity of Söhne Schmal, the brand's display typeface. Inspired by subway typography, this is a dramatically condensed, low-contrast sans-serif font with distinct recognisability. This results in a striking, bold and minimal logo.  The 'A' letter-form has been modified, removing the crossbar as a subtle nod to stitch notations often seen in pattern charts.

YAK's brand colours are divided into two groups, neutrals and accents. The neutrals are inspired by absence of dye, reflecting the most basic and rustic state of yarn. The accent colours speak to the vibrant and exciting parts of the brand with an energetic burnt orange off-set with soft pink while pine green is complimented by an attention-grabbing lime.

Graphs and grids are used throughout the brand’s visual language giving a modern feel which beautifully contrasts with the hand-drawn aesthetic of YAK’s logo typeface.