In order to create a new, young, vibrant image of the company and break out of the traditional and honorable brand image that the existing ‘SMART’ had, we have reduced the company name to S'FD and made it more familiar to our company. And express the meaning of SMART and the beginning of Fashion & Design Company, S & FD also embodies S & FD's commitment to develop a spatially shaped motif between S and FD, and to value the importance of the fundament from beginning to end .

emphasize a young, light but firm corporate image called 'Leader of Fashion Culture', we have developed a simple type of logo type that is bold, and added sophistication. In order to maximize these images, we used intense red color, in addition to its intuitive meaning of enthusiasm, it has metaphorically expressed its internal vision which is fashion and its entry into China.

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