Costume design often serves to give the main characters a distinct "silhouette", so viewers can recognize them at a glance even in poor light or in fight scenes. (Can't remember where I read or heard that, I think it was about a different show, or maybe even superhero movies, but it fits for this show.)
Sherlock's coat and hair define his silhouette. (I was rewatching The Abominable Bride and I couldn't shake the feeling that there was something odd and wrong about Sherlock, then it hit me that it was the slicked-back hair.) John (layers, lots of browns, checkered shirts), Mycroft and Moriarty also have their own silhouettes. (Although, if it weren't for the height difference, Mycroft and Moriarty could easily be confused (when the face isn't visible, in half light for example), which was probably intentional judging from Mycroft's introduction in A Study in Pink.)
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