In 2021, the BOSS brand decided to refresh its image by splitting into two separate brands: HUGO and BOSS.
Until recently, the brand was known by its logo – the eponymous word “BOSS” and the ornate phrase “HUGO BOSS” underneath.
Today, the brand is only signed with the word ‘BOSS’ and a font specific to the parent company.
In this way, the brand has raised awareness among customers, increased its market share and reached an even wider audience. The parent company (Hugo Boss) is constantly evolving – this is also reflected in the logos of the individual brands.