BREAKING
WITH TRADITION

Columbia, Missouri is a Rockwellian, midwestern college town. Home to the University of Missouri, Columbia College and Stephens College, its built on a greenbelt where the oak-forested hills of the Ozark Mountains meet the rolling prairies of the Missouri River. Smack-dab in the middle of town is a jewel of a store that for nearly 50 years has been the go-to for quintessential traditional, preppy fashion. If their brightly colored plaid shirts, crisp khaki pants and leather loafers didn’t give it away, their name told you so. Bingham’s Traditional Clothing.

As fashion becomes more democratized, the plethora of brands offering good product has expanded beyond those familiar to most consumers. The store needed to unify the variety under a single, recognizable brand with which their customers had a deep, loyal bond. That required a brand refresh of the store’s branding to help it extend onto clothing labels.

We dropped the subjective definer from the name while updating the wordmark to exude a feeling of traditional. We believe sometimes you just need to lead the horse to water. Binghams’ new icon was designed to be emblazoned on these new products as a seal that it had met the approval for preppy fashionistas everywhere.