Working with Robin Derrick the Creative Director of Porter magazine was a unique opportunity to create a logo for a progressive brand making a truly significant shift in the already saturated world of fashion editorial.
“The branding for the logo was designed to make the magazine look like it had been on the shelf for 50 years,” said Derrick, “and the challenge was to make it look both classical and also capture the digital newness of the brand all at the same time. The capital-height lower case ‘e’ is given an italic emphasis to feminize the design, and is a subliminal wink towards the online functionality.”
When designing the logo I referenced historical variations of the Modern style championed by Bodoni and Didot. The extreme proportions and high-contrast tailored silhouettes in some way exemplify a fashion sensibility. And of course, decades of appearances on the covers and pages of Vogue and Harper’s Bazaar have helped cement this association with fashion and luxury.
A bespoke typeface designed for Shepherd Wheel by Andreas Neophytou. The design was arrived at after pillaging contemporary design literature from the 1930s through to the 1960s. Roberto Aloi’s Essempi series on contemporary Italian design that ran from the 1930s to the 1960s proved to be the final inspiration.