Fashion is constantly changing. Therefore, a logo for the Fashion and Textile Museum in London shouldn’t feel characteristic of a specific time or place. Similar to fashion, typography has a fundamental internal structure, but its silhouette can take on many variations. The idea behind the re-imagined FTM logo was to overlay silhouettes of letter forms representing a breadth of typographic styles; one style is not dominate, they all work together to build a single unique statement.

The delicate nature of the mark does not read well when overlaid on photography or complex background. The colored stripe is a secondary brand element necessary to ensure legibility, and allow for flexibility and customization in the system to suit a range of application.

This is a self- and class-initiated project; the work presented here is not intended to infringe on any of FTM's copyrights.