The brief was to re-imagine the current logo of 'Zalora', Asia's leading online fashion destination. What I've proposed are subtle yet effective changes to the original, which I feel really add a more solid statement for the brand. Here I've shown what I came up with:
You can see how the changes I've made really update the look of the brand, here's what I did:
- Changed the weight of Futura: I believe the weight of the original is far too light, the purpose of it needs to be impactful, and it is more so now.
- Removed the dotted A crossbars: These are unnecessary, I feel that they strike a juxtaposition with the natural angular character of Futura. Again it brings this design through to the modern age.
- Narrowed the kerning: It's been optically customised to what I personally feel looks best. Others may disagree, but I believe this solution is a massive improvement on the old. Also, I think for this style of logotype, optical kerning is the way forward, for me it's great too know the gaps between characters are decided by a precise algorithm.
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