Following an in-depth analysis of the company history and its current offer, Post suggested that – due to no longer being a retro-inspired brand – the word ‘Vintage’ be dropped from the name altogether. ‘Farah’ was then re-drawn with unique typographic features.
Post also developed an update of the iconic ‘F’ mark which through years of reproduction, had become rounded and imperfect. Post re-introduced the more defined features that once gave the mark its original personality and flair. By chiselling the edges of the letterform and re-working stroke thicknesses and curves, the character now looks like a brush stroke or a hand drawn signature.