Tambour had been doing fine hand embroidery for European haute couture for over 30 years, but their visual identity hadn’t changed since inception. Since they were a part of the high fashion world there was a pressing need to update. The original logo was a traditional depiction of a tambour needle and stitch. Hence there was a desire to retain some character of the tambour chain stitch technique while being contemporary.
The new logo is an abstraction of the letter ’T’, represented as a pointed needle. It mimics the recurring chain stitch that defines tambour embroidery. The detailed elements are reminiscent of the precision involved in this unique art form. The silhouette of a shield lends a sense of tradition while staying contemporary. The logo is intentionally artistic, lending itself to discovery, rather than being bold and obvious. The new identity has given the company a professional presence and has helped them attract new clients across Europe.
Some of the early concepts, incorporate classical elements like the imagery of a tambour needle combined with the looping thread pattern. A shield helps create a sense of heritage since the company was founded in 1985, and still follows the same meticulous, hand made production methods. We also explored intricate patterns that were symbolic of traditional tambour embroidery.