I met with Janelle Lawton of J.Lea Fashion House to discuss her new branding, and she simply wanted something that was timeless and elegant. So appropriate considering she lives and breathes fashion. Her new space was going to capture these words and her new logo needed to as well. She already had an existing logo, but she wasn't crazy about it and wanted something new for the launch of her store.
I presented 5 initial logo designs for her consideration. She was immediately drawn to the first concept, that looked much like a signature. The only concern was that the L looked a bit like an S at first glance. As soon as she said it, I totally saw what she meant, so I revised the design and sent a new proof. She loved it, so I prepared colour options.
She had wanted to see jewel tones used for the logo, but as soon as she saw them, she decided that the design of the logo spoke more to her in black and white. I couldn't agree more! I think for an industry such as fashion, having your logo in a neutral allows all your supporting elements to play with colour. It ensures that your brand won't end up looking dated when the colour palette goes out of style. You can follow the trends by swapping out your tissue paper and never worry about your bags (which you have to order large quantities of) becoming tiresome.