A corporate identity system consisting of a logo, stationery and a style manual was designed for Reitmans (Canada) Limited, the largest ladies apparel specialty chain in Canada. The challenge was to develop an identity that was less rigid and conservative than the current one and where the qualities of modernity, style and confidence would stand out. The new visual system reflects the modern and vibrant image the corporation projects to the public, as the brand takes on the idea of adapting runway trends for real life — whether that means working or completing a household task. The clothes that Reitmans retails are stylish, affordable and fit a broad range of sizes, and the identity needed to mirror these ideas.