Bradaric Ohmae was the original name of the Vienna-based fashion and accessories label founded by designers Tanja Bradaric and Taro Ohmae. The duo launched their joint label in 2011 after meeting at the University of Applied Arts in Vienna, with their first collection, “Pictures Seen,” presented in spring 2012.[1] The brand name was a compound of the founders’ surnames, Bradaric and Ohmae.[2]
Design and History
The Bradaric Ohmae visual identity was created in 2012 by the design agency AVB Brand.[3] The mark has been described as an outline-style logo with square and weave-like elements.[3] No official documentation of the logo’s specific design intent, color palette, or typography has been published by the brand or the agency.
In 2016, the label was renamed SAGAN Vienna.[4] The founders explained the change as a move toward becoming “a real brand” with a name that was easier to pronounce internationally, noting that buyers in Japan had responded positively to the new name.[2] The rebranding accompanied a shift in focus toward handbags and small leather goods.[4]
Meaning and Symbolism
The original name Bradaric Ohmae carried no independent symbolic meaning beyond identifying its two founders.[2] The successor name Sagan derives from the Japanese word for “the left bank” or “the left side of a river,” an expression the brand associates with “a sensibility for idiosyncrasy and inventive non-conformity.”[5] The brand’s design philosophy is summarized by the phrase “Familiar done differently.”[5]
Because the Bradaric Ohmae mark was retired with the 2016 renaming, the current SAGAN Vienna identity is a separate visual system.
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