We have changed
dressGuard PRESENTS NEW CORPORATE DESIGN.
When we founded dressGuard in 2010, one thing was important to us from the very beginning: to create clothing that is more than just functional. Clothing that makes identity, belonging, and values visible – in everyday work life as well as in the brand world of our customers. 15 years later, we look back on this journey with pride. And now was precisely the time to revamp our core – our visual identity –
to reshape and further develop.
THE PATH TO THE NEW LOGO
Our previous logo, featuring a ball of yarn, was a key identifying element and symbol of our connection to textiles, quality, and craftsmanship for many years. At the heart of this ball of yarn was a small triangle – a detail that plays a special role in the new logo.
During the rebranding, we deliberately turned this inner triangle outwards. It represents the heart of dressGuard and symbolizes our deep connection to our brand, our customers, and our history. This preserves the core while making the design language clearer.
It becomes more modern and focused.
CLEAR COLORS - POWERFUL EFFECT
A key element of the new corporate design is the color scheme. The logo appears in a clean version: black on a white background.
This decision was made deliberately:
• Black embodies strength, permanence and elegance – it stands as a foundation on which we build our brand.
• White brings purity, openness and clarity – it opens up space for new things and allows our vision to breathe freely.
Together, black and white unfold a simple, timeless power. They represent the essentials and highlight what matters: our products, our quality, and our values.
DRIFTWOOD –
AN ACCENT WITH CHARACTER
In addition to black and white, the accent color Driftwood, a light khaki, complements our visual appearance. Driftwood brings warmth and naturalness to the design and creates a soft contrast to the clear base colors.
OLD BRICK –
THE COLOR OF PASSION
A new addition is Old Brick, a dark red that represents the passion behind our clothing creations. This color brings energy and expressiveness to our corporate design and is used as a signal color in marketing. Old Brick underscores the emotional dimension of our brand and makes visible what drives us: our enthusiasm for quality, design, and the exceptional.
This color is not only used in our brand communication, but also in the design of our clothing. It combines the functional strength of our workwear with a modern, aesthetic appeal – and makes the dressGuard identity tangible in every facet.