Counter-fashion brand logo uses negative space beautifully

My favourite part of the identity is undoubtably the logo. It features two figures holding hands, which form a heart. That might sound a bit trite at first, but in practice it really works. Elsewhere, subtle serif kicks work as feet in motion, emphasising forward movement and unity. It really is a lovely motif.

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(Image credit: Walking Protest)(Image credit: Walking Protest)(Image credit: Walking Protest)(Image credit: Walking Protest)(Image credit: Walking Protest)

In order to stand out in this space, Walking Protest needed a bold and disruptive identity but one that also felt warm, inclusive and hopeful – and inspiring yet not condescending.

The identity is modular, scalable and crafted to position Walking Protest as a leader in sustainable fashion, while highlighting artisan skills and craft. It was made by 100 per cent humans with no input from AI tools, and aims to highlight ethical fashion practices, put the makers in the spotlight and empower consumers and brands to collectively reduce their environmental impact.

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(Image credit: Walking Protest)(Image credit: Walking Protest)(Image credit: Walking Protest)(Image credit: Walking Protest)(Image credit: Walking Protest)

The typography is expressive, balancing rebellion with openness and approachability, the colour palette is bright and bold, drawing on tones from nature. It is designed to signify optimism.

The iconography is handcrafted and slightly imperfect, to reflect artisan skill and the imagery draws on black and white scanned textures that add layers of permanence, care and craft.

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(Image credit: Walking Protest)

“Translating shared accountability and passive activism into a visual identity that is clear, flexible, and scalable across all touchpoints was a thoughtful design challenge,” explains Becca Bolton, founder and head of brand at Considered By Design.

Collaboration was also key. “Working closely with Madeline Butel (Walking Protest founder), Solid Crafts, and Yulissa Aranibar, we brought the hands, hearts, and stories of the makers to the forefront,” says Becca.

“Every stitch, pattern, and texture was deliberately considered to reflect craft, care, and connection. Modular graphics and bespoke icons celebrate imperfection and the human touch while remaining adaptable across all brand applications.”

I think it’s an approach that’s worked really well, and it’ll be interesting to see how the Walking Protest movement grows and evolves, and how the identity will accompany it along that journey.