This is the information I have posted elsewhere on the subject of the new site and the new logo:
We have come to the decision that we need to rebuild our website again. There are two main reasons for this:
The mobile site is very poor. The reason this is so important is on average, across the two sites (Int'l & US), the number of those users browsing on a mobile device is 62.68%.
The desktop site, while holding good content, is a little outdated and clunky. We need to make serious improvements to the checkout, we do not have enough control over our content pages and the design of them and we are on a very outdated platform.
While we have been analysing ways to improve the site, a couple of things have jumped out at us.
We (IHUK) are very inconsistent with font usage, font size, and branding of this sort.
Our current logo, Tetsu san's 'Bells & Wings' does not look as good as it could when it is compressed down to a small logo. The copy within the ring that encircles the logo itself is lost and because you can no longer see the text the final effect is the logo looking quite messy. What we need is a more simplified logo, with no text inside it that can be more flexibly used.
The font usage is quite an easy fix as it is down to choosing the correct typeface while subtly maintaining the heritage of the brand, then coding them into the new website.
Once we decided that we needed to start again, we really started to analyse things we could do better. We are reshooting all imagery on a 5% grey background, adding new flat lay images to pants, changing the order of images taken and how they are presented to add more consistency to the images and how they are displayed on site (this is a work in progress, and we may launch without this being finalised).
We want to add more depth of content - improved CMS pages explaining our cuts, refining our glossary into a sort of denim encyclopedia, and much more.
