Pentagram Creates ‘Vintage’ Look for LOROD Fashion Label

Pentagram Creates ‘Vintage’ Look for LOROD Fashion Label

Pentagram’s Natasha Jen and team have designed a brand identity for LOROD, a new U.S. fashion brand by Lauren Rodriguez and Michael Freels.

The project encompasses the brand’s messaging and art direction of its fashion photography, as well as the design of the website (developed in collaboration Big De Creative).

“The name ‘LOROD’ comes from a nickname for Rodriguez, and the collection has a quirky, personal quality that makes each piece feel like a one-of-a-kind find,” says Pentagram.

The LOROD logotype, meanwhile, is customised from Austin Bold, described as a modern serif with a touch of the 1970s.

“The first ‘O’ in the name is tipped slightly, a hint at the unexpected details in the clothes,” explain the designers.

The Pentagram team also developed a visual language that features cut-out graphic shapes, a reference to the construction of the garments, which uses alternative pattern-making techniques.