Logo design for luxury children's activewear label

MAE THE LABEL - Logo Design Brief

Brand Name

MAE THE LABEL

Tagline

Made for Her

Brand Story

MAE THE LABEL was inspired by my daughter, Ada-Mae, but created for many girls like her.

The brand was born from a frustration that many girls’ activewear products are designed around a very narrow idea of what an athletic girl looks like. I want to create clothing that is comfortable, confidence-building, practical and thoughtfully designed for real girls.

The brand is not focused on elite performance, perfection or appearance. It is about movement, belonging, confidence and comfort.

MAE THE LABEL should feel inclusive, premium and timeless.

Target Audience to begin with

Primary:

* Girls aged 4–14
* Dance
* Cheerleading
* Gymnastics
* Acro
* Active children

Secondary:

* Parents seeking quality, thoughtfully designed activewear
* Girls who may not fit the traditional athletic mould
* Neurodivergent children and families who value comfort and function
* Would like brand to have potential for women's items in the future so I am not looking for anything that pigeonholes me

Brand Values

* Confidence
* Belonging
* Comfort
* Movement
* Inclusivity
* Quality
* Thoughtful design

The brand should feel quietly strong rather than loud or aggressive.

Desired Brand Personality

* Premium
* Modern
* Feminine
* Clean
* Sophisticated
* Warm
* Authentic
* Timeless

Avoid anything that feels:

* childish
* cartoon-like
* overly sporty
* overly trendy
* glittery
* cheer-specific

Design Direction

The logo should primarily be typography based.

I would like MAE to be the hero element.

Example:

MAE
THE LABEL

I am open to creative exploration, however I do not want obvious sports imagery.

Typography

Preference for:

* Elegant serif fonts
* Refined modern typography
* Luxury fashion-inspired branding
* Strong readability

Inspiration:

* Assembly Label
* The Bare Road
* Country Road
* Seed Heritage
* The Lullaby Club

Icons / Symbols - None

The logo must work beautifully without an icon.

Colour Direction

Primary:

* Black
* White

Secondary:

* Soft lavender
* Dusty lilac
* Muted purple accents

The logo should remain strong in a single-colour format.

Usage Requirements

The logo must work for:

* Clothing labels
* Woven labels
* Swing tags
* Embroidery
* Heat transfers
* Packaging
* Website
* Social media

Please provide:

* Primary logo
* Secondary logo
* Black version
* White version
* One-colour version
* Vector files (AI, EPS, SVG)
* Embroidery-friendly version

Overall Goal

Create a logo that feels like a premium Australian apparel brand first and an activewear brand second.

When someone sees MAE THE LABEL, I want them to feel:

“Thoughtfully designed for girls like her.”