Mr.Gatsby — Identity

Logotypes, headers and filter tags for selection

Logos

Eight typographic wordmarks — word only, no symbol. Each carries a different premium typeface and treatment, shown on dark and on a light inverse swatch.

Mr.Gatsby
Mr.Gatsby
Holds on light
01 Bodoni Moda — high-contrast Didone with hairline serifs; couture-house register.
Mr.Gatsby
Mr.Gatsby
Holds on light
02 Fraunces — refined transitional serif with a gold hairline period as the single detail.
Mr.Gatsby
Mr.Gatsby
Holds on light
03 Hanken Grotesk — premium sans in wide-tracked caps; quiet and expensive.
Mr.Gatsby
Mr.Gatsby
Holds on light
04 Italiana — high-contrast deco display caps; Gatsby-era elegance, restrained.
Mr.Gatsby
Mr.Gatsby
Holds on light
05 Poiret One — geometric art-deco letterforms; the most period-true, thin and architectural.
Mr.Gatsby
Mr.Gatsby
Holds on light
06 Playfair Display — italic gold “Mr.” against a bold silver “Gatsby”; contrast in one word.
Mr.Gatsby
Mr.Gatsby
Holds on light
07 Cormorant small-caps — tall, narrow and graceful; condensed luxe.
mr.gatsby
mr.gatsby
Holds on light
08 Cormorant italic lowercase — modern boutique intimacy; soft and personal.

Header

Three navigation treatments with live gold hover underlines.

EN/UA
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01Base — logo left, centred nav, language switch and gold CTA right.
EN/UA
02Centred monogram with nav split symmetrically; club-quiet.
By introduction · Kyiv
EN/UA
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03Two-tier — quiet club utility row, gold rule, full nav below.

Filter tags

Current chips versus a refined treatment kept within the Switzer family.

Current

Exactly as today — pill chips, Switzer 500.

Location
Kyiv Lviv Odesa Warsaw Prague
Age
25–30 31–37 38–45
Hair
Blonde Brunette Red
Language
English Italian Russian Ukrainian

Proposed

Same Switzer family, label and values unified; selection in gold.

Location
Kyiv Lviv Odesa Warsaw Prague
Age
25–30 31–37 38–45
Hair
Blonde Brunette Red
Language
English Italian Russian Ukrainian
Alternative — quiet square chips, single weight
Language
English Italian Russian Ukrainian