A logo is more than just an image. It is a statement of identity, a mark that must be instantly recognisable, deeply meaningful, and visually striking. For this Somali-inspired fashion brand, the challenge was to create a modern and stylish emblem that highlights heritage while feeling contemporary and wearable. The solution was a minimalist logo, built using the geometric simplification of Somalia’s map, transformed into an abstract yet iconic mark.

Simplicity is the key to memorability. Instead of using a literal map outline, I stripped Somalia’s distinctive shape down to its core essence. Using a precise arrangement of circles, I reconstructed the country's silhouette in a way that is clean, balanced, and instantly recognisable.

This approach allows the logo to function as a flexible and timeless mark, free from unnecessary detail, ensuring that it remains scalable, adaptable, and visually impactful across apparel, accessories, and brand applications.

The decision to use circular elements was intentional. Circles convey unity, balance, and strength, aligning with the heritage and community-driven ethos of the brand. This abstraction also allows the emblem to stand alone as a fashion-forward symbol, blending tradition with a modern edge.

The five circles in the logo hold deep significance. They represent the five major Somali clans – Dir, Isaaq, Darood, Hawiye, and Rahanweyn – which have traditionally been considered the primary ethnic groups within the Somali population. They also symbolise the five-pointed star on the Somali flag, which itself represents the five regions where Somali people reside – present-day Somalia, Djibouti, the Ogaden region of Ethiopia, the North Eastern Province of Kenya, and Somaliland. This connection to both history and geography strengthens the brand’s cultural authenticity.

A brand’s identity extends beyond its form. Colour plays a crucial role in evoking emotion, telling a story, and reinforcing authenticity. Rather than choosing generic shades, the palette for this brand was developed using real samples from different types of soil found across Somalia.

Each colour reflects the rich natural diversity of the land:

Black Soil (Jowhar, Middle Shabelle) – Depth, resilience, and strength

Dark Brown Soil (Bal’ad, Middle Shabelle) – Warmth, history, and grounding

Red Soil (Baidoa, Bay) – Bold, vibrant, and full of character

Brown Soil (Afgooye, Lower Shabelle) – Earthy, rich, and stable

Light Brown Soil (Beledweyne, Hiiraan) – Soft, warm, and natural

Grey Soil (Baidoa, Bay) – Subtle, refined, and timeless

By incorporating Somalia’s natural tones, the brand remains deeply connected to its origins and cultural roots, creating a visual identity that is both organic and contemporary.

A strong logo must integrate seamlessly into the real world. To demonstrate the full potential of the identity, I developed a range of mockups showcasing the logo applied across apparel and fashion branding:

Polo Shirts and Hoodies: The emblem is embroidered on the chest, creating a subtle yet stylish statement piece

Snapback Caps: Placed at an off-centre position, reinforcing a modern streetwear aesthetic

Retail and Promotional Displays: Large-scale banners ensure the logo maintains impact and recognition across retail spaces

This is not just a logo. It is a modern cultural emblem, a fusion of Somalia’s heritage and contemporary fashion aesthetics. By reducing the map’s shape to its most essential form, I created a mark that is stylish, wearable, and meaningful.

It is a design that stands strong in the fashion world while carrying a deeper narrative – one that represents roots, identity, and forward-thinking creativity. This is a brand that wears its heritage with pride, in the most modern and refined way possible.