MUMBAI: Apparel brand Allen Solly has launched its new brand identity. Being a brand that has always believed in drawing from the heritage of the past and finding its spirit for the present times, Allen Solly has adopted a contemporary version of the Stag as its new brand mark.

The new identity is being represented across various touch points like product, advertising and communication. Additionally, the Stag will be integrated into the new retail identity.

The new mnemonic was first seen in their Coat of Arms. It featured elements such as the Allen Solly Monogram, the Ram and the Stag, elements that represented the culture of the company and its products. “The Ram was symbolic of the English wool industry and Allen Solly’s place within it while the Stag was representative of the city of Nottingham, wherein lays the brand roots,” the company said in an official statement.

Allen Solly brand head Sooraj Bhat said, “Allen Solly has always understood the importance of staying ahead of the times and bringing the latest in style and fashion to the Indian Consumer. By launching the new brand identity, we are drawing from brand’s very strong Nottingham heritage and at the same time will ensure it strengthens the core which is Friday Dressing.”

The new mnemonic has already hit the market in the new Spring Summer 2012 season on product and will soon be visible across advertising and retail signage.

“This identity embodies brand values of ‘Freedom’ and ‘Effortlessness’ to the core and over a period of time will become a signature for Allen Solly. We believe this will help strengthen the brand’s relationship with the consumer,” Bhat added.

Allen Solly targets young professionals/entrepreneurs who are ahead of the curve, experimentative and believe in looking distinct. The Spring Summer 12 line captures the re-emphasis on ‘Friday Dressing’ (work casuals). The Men’s line has new fits and has used superior fabrics in the line. Also, Friday Dressing for Woman has been launched in this season.