Store 260 Brand Identity
Hoodzpah · Jen Hood, Jose Sojo, Zevy Blokh, Hannah Smith · 2026
A custom flare serif wordmark developed for Store 260, the permanent retail offshoot of New York's 260 Sample Sale, pairing old-style numerals and generous proportions with Practical Serif and Balto for the broader identity system.
About
Hoodzpah created a bespoke wordmark sitting between serif and sans, described as a flare design with old-style numerals evoking lettering etched into NYC brownstone. The wider identity system pairs the custom mark with Practical Serif for headlines and Balto for body copy, anchored by a neutral-leaning palette that steps aside when fashion brand photography takes centre stage. Location badges extend the system across planned store outposts, each carrying the tagline 'Where the sale never sets'.
Classification
The centrepiece is a bespoke flare serif wordmark described as neither purely sans nor serif, with generous proportions and old-style numerals — placing it firmly in the display/custom lettering category.