Project: BRANDING, IDENTITY
Title: REIMAGINING THE CFDA
Subject: NON-PROFIT, FASHION
Design, Branding, Identity System
(Logo, Website, Posters, Stationery)
Title: REIMAGINING THE CFDA
Subject: NON-PROFIT, FASHION
Design, Branding, Identity System
(Logo, Website, Posters, Stationery)
This project entailed reimagining an existing organization. I took on the Council of Fashion Designers of America (CFDA), a non-profit that promotes and supports American designers. It seemed due for an update so it could shed its more fussy look (see original logo with red F) and adopt a more modern image.
The biggest challenge was the fact that the CFDA showcases and works with a large number of fashion labels, each with its own distinct identity. Thus the resulting system had to be recognizable, but also discretely adaptable.
I took inspiration from the original craft of fashion, using a shape evocative of patternmaking to ground and highlight the ‘F’ in the new logo. The sharp angles of said shape also reappeared on the website, posters and stationery, with the continuing diagonals and dotted lines adding dynamism and the feel of shears cutting through the page.
The color palette was simple to accomodate the various brands, but included an homage - the beige was a nod to muslin, the fabric used by designers when creating the first version of a garment.
The biggest challenge was the fact that the CFDA showcases and works with a large number of fashion labels, each with its own distinct identity. Thus the resulting system had to be recognizable, but also discretely adaptable.
I took inspiration from the original craft of fashion, using a shape evocative of patternmaking to ground and highlight the ‘F’ in the new logo. The sharp angles of said shape also reappeared on the website, posters and stationery, with the continuing diagonals and dotted lines adding dynamism and the feel of shears cutting through the page.
The color palette was simple to accomodate the various brands, but included an homage - the beige was a nod to muslin, the fabric used by designers when creating the first version of a garment.
