LG Fashion Week

LG FashionWeek is a one week industry event where fashion designers come together in Toronto under one tent to exhibit their offerings to media personalities, buyers, celebrities and party goers. Serving as the identity signifier across various media outlets which included print, online, environmental and motion, the FashionWeek brand serves as a key icon within the fashion industry that is synonymous with quality, fun and high-end design. Working within the capacity of design consultants in a collaborative effort with Young & Rubicam, the identity was a joint effort in which Kolor supplied creative design solutions, mated with Y&R’s design strategies, culminating in a fresh and adaptable identity system that is timeless and on–target.

  • SERVICES UTILIZED
  • Identity Design
  • Visual Design
  • Brand Guidelines
  • IDENTITY

  • The LG FashionWeek identity re-brand needed to be sympathetic to the sponsors of the event. The challenge required the inclusion of the LG logo and L’Oréal wordmark (complete with “Beauty By...” tag line) within the identity. This visually dense, verbose identity demanded a simple and ordered structure to communicate the attributes of sophistication, contemporary relevance, and global inclusiveness. This was achieved through a minimal and custom designed typeface.

  • IDENTITY SYSTEM

  • Due to the almost infinite possibilities in logo usage, a pragmatic and systematic approach was taken within the structuring of the identity logo versions. Horizontal, vertical, stacked and abbreviated configurations of the logo were created in order to maximize its effectiveness within all usage possibilities.

  • STANDARDS MANUAL

  • In order to ensure that the application of the identity into various environments and media remained consistent and on-target, a standards manual was created outlining rules and regulations for all design assets. The established use of colour, typography, custom-designed elements and authorized rules of usage are outlined in order to safeguard the integrity of the brand. The manual ensures that all assets are used in a consistent manner in order to uphold brand personality.

  • ENVIRONMENTAL

  • The mark was designed in order to perform effectively within a range of media usages, environments and sizes. As the logo was used by a range of suppliers within multiple circumstances, simplicity and adaptability served the identity well.