Boys of Europe is a store mainly targeted towards young men and young adults. Their logo consists of a B surrounded by a circle with an orange backdrop and is often accompanied by the full brand name “Boys of Europe”. The stores themselves also use this formatting of having the letters be coloured in orange which makes them stand out from the wall behind the logo. The logo itself is simplistic; the font is simple and easy to read in all capital letters. I believe the choice of this logo is to keep it simple and recognizable so that the customers attention is more so grabbed by the products themselves rather than the logo. The name of the brand “Boys of Europe” is very relatable for young men (who often refer to their friends as “The Boys”) and offers a sense of inclusivity to the buyer. In my opinion the brand bases itself around creating an illusion that the items cement your place in your friends’ group through its rhetoric. I further get the impression that the brand ideal is rooted in its catering to such groups; they seek to offer fashionable products and provide confidence to their customers.
From my experience of visiting a store, I do get the feeling that they frontload good and cool designs first and foremost. They front their products very well and make them easy to see when passing the store. I can imagine showing customers showing off or being asked about their items when they meet friends and colleagues, just because of the cool design; primarily in male dominated friend groups. In terms of fashion and coolness, the brand does an excellent job fronting their products while I believe that their other ideals of inclusiveness is purposefully kept subconscious.
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