Fashion label St. Pauli Polo brings together two worlds which seem contrary at first sight: an upper class sport and a hip authentic neighbourhood in Hamburg. Matching the claim “Wir lieben Polo, wir leben St. Pauli!” (We love Polo, we live St. Pauli!), the design of the logo plays with the motif of the pirate flag. The Jolly Roger precisely epitomises the attributes which characterise this fashion brand: be yourself, non-conformist and wild. The logo shows the white head of a horse which is reminiscent of a skull. The crossed bones have been replaced by polo sticks. The stark black and white contrast enhances the striking character of a logo endeavouring to acquire cult status.