Ruth’s Closet is a branch of House of Ruth Maryland, an organization that fights against intimate partner violence across the state. It sells second-hand women’s clothing from luxury brands. The goal of this re-branding project was to create a more modern logo that represented all parts of the store: the cause, the clothing selection, and the low prices.
The easily recognizable heart icon was chosen to represent Ruth’s community feel and supportive environment. Purple symbolizes domestic violence awareness, and coral symbolizes hope and warmth. The new logo is playful and warm, while still maintaining the professionalism of a luxury second-hand store.