Leondali is a new high-end fashion brand who came to Go Media because they were in need of a mark. The name of the brand is taken from Leonardo Da Vinci and Salvador Dali, two artists whom the brand admires and takes influence from. After researching the branding and identities of fashion mainstays, we suggested that the Leondali logo should be a wordmark. That way the brand can develop unique names and marks for its lines and use the Leondali mark as a universal stamp that can apply to all of the brand’s products. The reversed ‘N’ came from researching both artists.

Da Vinci wrote in a form of shorthand that contained backward characters, and this was a great idea to apply to the Leondali mark because it would create a unique look without being over the top. Initially, few characters were reversed, then refined down to the ‘N’ to maintain maximum legibility at any size while still having personality. A slab-serif typeface was chosen because the serifs on the ‘N’ worked well when reversed next to the ‘D’, and you could make a stretch that the serifs reference Dali’s mustache. We will continue to work with the brand as it grows and needs more of its identity fleshed out.