UNIQLO is a portmanteau of the words "unique" and "clothing". The current UNIQLO brand aims for the general public with their slogan "Made For All." However, the neutrality has given off the appearance of corporate streamlining, rather than unique self-expression through clothing.
This rebrand focuses on what makes individuals unique; our experiences, our mistakes, our creative endeavors. The logo abandons precision and uniformity to embrace gesture and emotion. The brand now visually expresses the original intent behind the meaning of UNIQLO.