LFW Lookbook: Cover Design

For the identity of the lookbook, the logotype needed to resemble the goals of the publication itself. The design started off by looking at the theme of extended shapes to form the entire composition. The design started off with three cubes representing the three primary colours, and then proceeded to form the lettering off this. London Fashion Week is known as LFW when abbreviated, and so this seemed to be an appropriate title for the lookbook zine.  




The design played around with layout options, seeing what flowed best to make the lettering into its own logo. The idea was that the linear composition that made up the title, replicated the line extensions within the zine itself.

Accordingly, the design then extended the lines of the final logotype to replicate this idea. After establishing the structure of the logotype, it was decided to get rid of the primary colours and they were not necessary. The colours within the zine vary from different variations of the RGB primary colours, and thus the design decision to colour the front would clash with the specific colours within the individual compositions. 

Once a design had been established from the lettering itself, the subsequent image was played around with the see what different geometric forms could be achieved, and how it could flow as a back and front cover. 







The design began to imitate Asian architectural finishes and symbolism that worked really well aesthetically with the content of the lookbook (diversity, colour and form). The progression of the design tried out various options for strips to add onto the publication, to build on its identity. The decision to leave it as printed design was to not over-complicate the lookbook. Through building on shape, the subsequent print resembles that of repetitive pattern in textiles, and thus the fashion industry. 
This extra flair gives the lookbook a USP and identity that can be built on in the future within London Fashion Week. The growth in media coverage of the event, both on and off line, creates a perfect marketplace for this new small-scale fashion photography profile. 






The final design is successfully representative of the the zines content. LFW, standing for London Fashion Week, with extended lines in strict format. The logotype, just as with the images, has had the lines selected and been extended out to the end of the page. The accompanying design on the back page simply builds off this and creates a stamp in some sense, that connotes the fashion industry itself.



In order to go with the colour choices on the content, this design will be Printed black and black card and can experiment with foiling of colour to add a depth to the lookbook.