Bus Stop Identity

Bus Stop Boutique

Identity, Business Card, Letterhead


In 2007, London native Elena Brennan asked GDLOFT to design the identity for her shoe boutique, BUS STOP. The boutique atmospherically synthesizes Brennan’s London heritage with the culture of its Queen Village, Philadelphia location. We designed this identity likewise, creating a logo that is referential to London public transit signage yet reflective of the boutique’s character and cultural context.


To express themes of reminiscence and enduring influence, we used a combined technique of layering and transparency, whereby part of the logo appears to fade but emboldens when under light. The logo may be used, however, in its complete form and without this effect.


Designs include business cards, letterhead, vinyl window application, and digital template.