Hush is a London-based women’s fashion brand founded in 2003 by Mandy Watkins, who started the business from a single laptop and grew it into a global operation with more than 150 employees.[1] The brand was acquired by True Global in April 2020.[2]
Design and History
In 2023, Hush underwent a brand relaunch to reaffirm its “laid-back luxe” positioning.[3] The relaunch included a new logo and wordmark designed in collaboration with designer Matthew. The typeface chosen for the new logo is Portrait, a font discovered on old signage from a beach club in Melbourne.[4]
The redesign aimed to “re-energise the logo and spotlight the inherent meaning of the word Hush.”[4] The brand’s identity draws on its Australian roots and London home, with a focus on “deliberately dressed-down style.”[1]
Typography and Design
The current Hush logo uses the Portrait typeface, a serif font that was sourced from vintage signage in Melbourne. The choice reflects the brand’s Australian heritage and its relaxed, fashion-forward aesthetic.[4]
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