LOGO AS THE FACE OF THE BRAND: SHAPING VISUAL PERSONALITY IN THE FASHION INDUSTRY

Abstract

This paper examines the role of the logo as a key element of a fashion brand's visual identity and its influence on shaping the brand's visual personality. Special emphasis is placed on the relationship between theoretical design principles and their application in practice, with a focus of the fashion industry. The theoretical part of the paper discusses the concepts of visual identity, logo types, and color psihology as important factors in the branding process. The practical part of the paper presents the development of the visual identity of the fashion brand Solo Lei, including the logo design process, color and typography selection, and their application thoughtful design approach in creating a recognizable fashion brand is emphasized.