Global Denim’s Branding Refresh Balances Heritage & Modernity
Mexican denim factory Global Denim has given its image an update to reflect its commitment to sustainable innovation.
With decades in the business and a vertical structure, Global Denim is working to make denim production greener with solutions that save water, chemicals and energy, such as a hydropower plant and its Ecolojean process that dyes denim with zero water discharge.
The manufacturer has revealed a new logo that points to its efforts in circularity and environmental action. It has also rolled out an updated website, complete with a digital showroom. This virtual showcase of its textiles will enable remote engagement between Global Denim and its clients around the globe, particularly as trade shows are moving back online to stop the spread.
Global Denim’s creative director Anatt Finkler chatted with Carved in Blue about the company’s branding and digitalization moves.
Carved in Blue: Why did Global Denim decide to undergo this image refresh? Why was now the right time?
Anatt: As our business grows and adapts to change, it’s always important for our image to align and reflect what our market and customers need and want. We decided we needed to update our image as the result of the times we live in; we decided we needed to be more modern but yet remain true to our roots and always be connected to our industry needs. We want to express how Global Denim is not only trend-forward and immersed in the new digital world, but also highly committed to circularity, continuity and sustainability, and so we have been doing great efforts internally to align with this mindset, now more than ever. We felt that translating and communicating it with a new logo and new image was the perfect thing to do to start 2022 with the right foot.
Carved in Blue: What was the concept for your new logo? What do you want to communicate about Global Denim through this branding?
Anatt: We tried to remain true to our old logo, so we left the same type of font. We want to ensure our customers still recognize us through this refresh. We did focus on making “denim” the same size as “global,” as we think it’s highly important to denote our business and passion in our name. But the true incredible thing we did is we created the G with a circularity rounded arrow. If you look closely, you will notice this little detail. This arrow we created for global is used through all of our imagery. It can be used alone as a G, on an arrow shape to indicate going forward, and most importantly if we repeat it twice, we create our circularity G, which highlights Global’s new and continuing mission towards a better world. We want to communicate “going forward, progress, circularity and sustainability.”
Also, we have gone back to our first slogan, which we think is highly important and brings back a little history and retrospective to our brand: “Blue never goes out of style.”
Carved in Blue: Following almost two years of mostly remote trade shows and limited travel, what has this pandemic shown about the importance of your website and digital presence? How is the new site designed to help visitors better discover the Global Denim story?
Anatt: The pandemic clearly showed us the importance of digitalization in the modern life and how even if life events and meetings are still a must, being digitally present is a requirement that will be as important now and forever. Given that, the new website interface is super easy to manage and follow, as to where you find the information. It tells our story, our values and manifests very well our new image. Most important of all, it has our new digital denim showroom, which will be of great help to all of our customers.
Carved in Blue: How will having a virtual showroom assist Global Denim in reaching your customers regardless of location? What can clients and potential clients expect from the showroom?
Anatt: Our own virtual showroom will be a key towards this new year as it will be of great help to all of our clients and potential ones as well. It is password protected, but they can easily get their own by contacting our team.
In our showroom, we plan to have digitalized all of our fabrics with several pictures, so our clients can look at the detail of the fabric, the garment made and the different shading possibilities. The showroom can be searched by filters so they can easily choose the characteristics of fabrics they are looking for and find the best alternatives that match their request. At the site, basic information of every fabric is displayed, such as weight, width, color, weave and stretch, and customers can send a request for headers, sample yardage or more information directly through there.
We plan on having QR codes that connect physical hangers to their digital versions, which can be a great asset to our clients as well.
We hope that this makes our community’s lives easier and believe it will be a great way of interacting online and providing a superior service.
Carved in Blue: What’s in store for Global Denim in 2022?
Anatt: Global Denim has bright plans ahead of 2022. First, we have been working very hard internally on compliance and sustainability and are planning to achieve by the end of this year the following certifications: SA8000, GRS, RCS, ISO9001, ISO14001 and ISO 45001. These are big goals, and we have been working with a consulting company for some months now that is helping navigate our team towards fulfilling this goal.
On the production side, we plan to bring new developments to the market with great performance and add some new fibers to the mix such as hemp.
And lastly, of course, we plan to update our physical presence by digitalizing all of fabrics to our new digital showroom and create of this a brand new powerful tool for our clients to use.