As I was struggling with the logo and felt something was missing I thought i'd anaylse already existing logos in the sector.
After struggling to pin down my branding for LBX I decided to finalise what I wanted to achieve and what I felt was missing from what I had.
LBX
- The purpose of LBX is to offer the best of black fashion to the high end market.
- The 'x' is a stand in for any item of clothing, replacing the common phrase of dress.
- It is timeless fashion which expresses traditional and modern as it has a lot of history but is also forward thinking.
The logo as it stands:
- serif type showing tradition, longevity, quality
- strong and bold
- something missing
Problem analyse:
- no icon or symbol to extend upon
- just a font no unique factor
- needs a factor to extend the branding identity across formats
I liked how the name in the typeface, Georgia, looked like roman numerals. This really summed up the timeless element to the brands personality.
The 'x' was really the main element that portrayed the brands concept as it was twisting the current phrase 'little black dress' (LBD) and 'x is the new black' which both explain the stores purpose.
Therefore I decided to look into the letter x:
Other fashion brands had used the initial's to make an icon or symbol but this name is actually the initials. The letters also don't lend themselves to mesh together due to there form.
In order to create something from this logo that's more than just the typeface I think I need to focus on the 'x' as a symbol of the brand.
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