So France Is Co – Notebook No. 2

So France Is Co unveils a new logo

When I launched SO FRANCE IS CO, I wasn’t thinking about a fixed visual identity. I was thinking about a workshop about garments, fabrics, canvases, gestures. The logo came later, almost naturally. Like a marker. It accompanied the early days, the first pieces, the first orders.

Then, over time, something changed…

Time, in the end, always catches up with what truly matters.

Working with denim and especially selvedge denim teaches one essential thing: nothing reveals itself immediately.

A fabric needs to be worn.
A garment needs to live.
A workshop needs time to find its place.

Over the years, SO FRANCE IS CO has evolved.
The work has become more precise. The pieces more refined. Bespoke more present. Professional projects more numerous.

The logo, however, was still telling the beginning of the story.

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The first logo: the beginning

The former logo reflected a very specific moment:

A workshop under construction
Few models
A great deal of experimentation

It bridged the gap between idea and reality.
It had its place.

But today, the workshop is no longer in that phase.
It is established. The work is grounded. The approach is clear.

The logo needed to follow.

A logo conceived as a craftsman’s signature

I never wanted a decorative logo.
Even less a logo designed solely for digital use.

The new logo was conceived the way a garment is made:

  • to be used
  • to be handled
  • to be integrated into the material

 

It needed to work on:

  • a sewn label
  • a professional apron
  • an embroidery
  • a discreet detail on a bespoke piece

 

Like the garments from the workshop, it is deliberately understated, legible, and built to last.

WHEN IDENTITY BECOMES MATERIAL

At So France Is Co, an identity doesn’t stop at a logo.
It extends into the details, like this button imagined and crafted with the youth of Le Puy.

Read this article

Design less, but better

With experience, you remove more than you add.

It’s true in a pattern.
It’s true in a cut.
It’s true in a visual identity.

The new logo is simpler, but more accurate.
It doesn’t seek attention — it supports the work.

That’s exactly what I expect from it.

Sébastien Olivier, Founder & Managing Director of So France Is Co

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