leManoosh Bespoke logotype + brand identity

Industrial designer, Alexandre Nys, is the founder of Le Manoosh – a design inspiration blog and online shop. He contacted design studio Superfried requesting help with his re-brand.

Alex had referenced a Superfried typeface – Basik – for the potential styling of the logotype. He also sent sketches for a potential marque working on the initials. Working closely with Alex a new bespoke logotype was developed using a similar, but much heavier geometric style to Basik.

Usually the 's' is a tricky customer for bespoke typography, but this time it was the initial 'l'. Uppercase felt stern and hard edged relative to the remainder of the lettering. There would also be an awkward negative space to contend with. A standard lowercase 'l' would also feel too robust and a bit bland being the only character featuring no curves. After many design iterations, a bespoke rounded base to the letter created a softer start to the name, replicating the curve of the adjacent 'e'.   

Following the geometric curves of the typography a logo marque was crafted. What began as a more literal representation of the letters 'lm' evolved to become a more abstract, perfectly symmetrical fluid form. The design of the marque was sufficiently abstract, yet distinct with a subtle connection to the initials.

With the logotype and logo selected, both were fully tested for robust versatility. For the website a collection of stylised, brand led icons were designed. The iconography was highly stylised continuing on from the distinct fluid nature previously developed for the logo marque.