Identity for a streetwear apparel brand based in London, UK.

LDN of England is (obviously) a british company specialized in streetwear apparel created to empower british popular culture and share it with the world. The symbol had to be something that could be easily related to London culture, and at the same time appear appealing and timeless. Based on old illustrations and symbols, we created a rampant lion from scratch, adding our own twist of modern into the mix: simple, geometric shapes and lines transform the traditional british coat of arms into a powerful, unique logo.
We created a custom slab serif typeface to give the identity a varsity look; easy to read, bold, and with a hint of elegance. The vibrant british red makes the message clear: London is Calling.