The story behind Acne Studios' Face Logo Jonny Johannson designed it thinking of the Swedish concept of "lagom", the perfect balance

A few days ago Acne Studios unveiled the official campaign of its FACE collection designed for the next winter season. The campaign stars French bands Nyokô Bokbaë and Fairie as well as a group of environmentalists and a trio of artists, as the concept behind the campaign wants to explore the idea of "family we choose". 

Starting in 2017, the Face Logo obtained its own line, called FACE or Face Motif Collection, which was dedicated to high essentials for the whole family. In this sense, the Face Logo also wants to represent neutrality – the Swedish term lagom also means the perfect balance or, neutrality, minimalism and functionality. As told by Jonny Johannson:

I’m obsessed with uniform clothing in families and I wanted to portray this phenomenon. I love those images of families dressing in the same outfit, and this new collection dedicated to the face motif also has a similar feeling of staple goods. It is also a way of highlighting that while every family is different, we all have the same love and want the best for our children. There is no ‘normal’ family—all families are normal. 

Acne Studios' FACE line became one of the brand's greatest hits in no time, able to capture both its minimalism and its intellttuale liveliness and, above all, anticipating by at least three years the success of elevated essentials that would become a real trend in 2020 with the pandemic and lockdown. Finally, over time, the Face Logo became the perfect example of what a logo can represent for a brand: a sign that at first glance seems negligible, but that tells the origin and destination of a creative project, the passions and ideologies of those who direct it.