With a focus on occasion wear dressing, elevated styles and bold statements, Lana Wilkinson was looking for a new brand identity. Elegance is present with the logo mark through a dynamic form, it can be perceived as an 'L' for Lana, 'W' for Wilkinson, or it can even be a pair of heels. Since the shape is bold, it is typically placed as a 'signature' seperate to the logotype.

A uniform character height, x-scale and width is what makes the logotype fitting to communicate a statement brand like Lana Wilkinson. One aim of the rebrand was to have an adaptable logotype that can be bold large-scale but also small-scale, my solution was to provide two seperate optical weights with minor adjustments to each character's stroke contrast and x-heights.