The brief was to inject a sense of fun into the brand direction, but not to become too unrecognisable for its customers. The logo design had to have a luxurious feel as the store sells high-end children’s fashion with brands such as Burberry, Fendi, Paul Smith, Chloe and Ferrari. We used the same typeface as their previous logo, with lettering closed up to create a more compact identity and to give greater visual impact. Using an editorialm fashion based typeface, this changes the tone of the brand identity: A more sophisticated, luxurious look. We used the ‘g’ to create a halo – a play on the Angels and gold to give the premium feel.