I began my thought process by looking at the what the competitions are doing with their logo. To sum up my findings – boring. Everyone just results in a non-memorable, word-mark logotype. This is safe, yet easily defeated once a bigger and bolder opponents come in the marketshare. So this is a great opportunity for us to do something elegant, memorable and professional.
Then I started looking at the type of products and brands that will go under LL. We can agree that the majority is fashion and apparel based. But not just any apparel, high end and luxurious merchandises. To be frank, the name “Luxury Living” is quite explicit. Immediately, it defines its target audience. The future customers and fans of LL will consume the brand experience like a sponge. Yes – we are talking about the brand identity – something that the customers can’t quite put their tongue on yet able to feel and experience as they participate. In our case, this is a sense of pride and status. The logo MUST reflect this as its the first impression that it will give its customer.
Hence I came up with the typography and colour palette. We have to be careful with our selection in the risk of appearing “tacky” or “yes, I am rich”. No, we are talking about class here.