IHATEIRONING.com A brand rework for one of London’s favourite dry cleaning and laundry services.


Ihateironing.com launched in 2013 initially as a London-centric delivery and collection service. Their website cleverly utalises networks of local specialists combined with excellent customer service and an easy-to-use app and website.

The Brief

Matt Connelly, CEO and founder, wanted to retain the brands instantly recognisable symbol but felt an update was needed to coincide with the launch of their IOS app.

Logo Rework

The past versions were effective insomuch as they were straight to the point, borrowing from the factory ironing symbol you’d find on most garments with washing instructions.

While trying not to lose the emphasis of the symbol, and along with it an easily identifiable connection with the brands name, the icon was redrawn and simplified by limiting the span of the ‘anti’ strike-through and removing the border and fill.

This gave the symbol a cleaner, modern aesthetic and, most importantly, allowed it to sit comfortably on photography, textiles and decals all the while not feeling too heavy or over-complicated.

Previous logos

Updated logo + app icon
 Bags, clothing & decals
 Online & illustration
 iTunes store graphics