Fashion Branding: LDN

Fashion Branding: LDN

LDN of England is a British fashion label that specialises in making contemporary streetwear apparel.

Creative agency Face, headquartered in Monterrey, Mexico, was hired to formulate the brand’s identity. The clothing company was specifically seeking a symbol that could be easily related to London culture, and at the same time appear appealing and timeless.

Based on old illustrations and symbols, Face created a rampant lion from scratch, adding their own modern twist to the design: simple, geometric shapes and lines that transform the traditional British coat of arms into a distinctly new logo-mark.

The designers also created a custom slab serif typeface to give the identity a varsity look; easy to read, bold, and with a hint of elegance.