Opinion BY Armin

Fashionista: More Thread, Less Trend

Aside from dozens of design blogs, I happen to read plenty of tangentially themed blogs when time permits. I’m no fashion hobbyist — my daily jean-and-t-shirt attire can confirm that — but I am a regular reader of The Sartorialist, Put This On, Svpply and Fashionista. The latter providing that new school journalism that mixes sarcasm and irony with a deep understanding of the topic at hand. As part of the Breaking Media network of blogs, Fashionista has grown to be one of the most read blogs in the industry, attracting 400,000 unique visitors a month. After living and publishing with a blackletter logo since 2007, Fashionista decided it was time to rethink it as it migrated its back-end from Movable Type to WordPress.

The old logo was this oversized, domineering, gothic lettering thing that said “spiky, aggressive, old-school news brand.” That’s not what Fashionista is. The editors of Fashionista are excellent journalists who will be critical when it’s called for, but they’re also unashamedly fashion lovers. They might poke fun from time to time, but they’re not spiky or unnecessarily aggressive. And they’re also inherently new-generation when it comes to how they go about their business — they use a blog platform, Flip cameras, smartphones and various social media to deliver their content and engage their audience — so unless we were being very ironic with the gothic, old-school newspaper font thing it just wasn’t really appropriate. I love a bit of irony as much as the next guy, but even if that was the original intention it also gets tired when it’s a logo that tens of thousands of people re-visit every single day. I’m also a big believer that the logo and furniture on the site should be a little subservient to the content — it’s the content that engages and the content travels well beyond the site too — so we also needed something a little less imposing.
— Jonah Bloom, CEO/Editor-in-Chief, Breaking Media

The redesign was done by Felix Sockwell — a regular commenter on Brand New — who created a lovely, custom wordmark that feels far more appropriate for Fashionista than the old logo did. In my opinion, fashion identity can be oversimplified to two categories: Bodoni or Didot for high-end fashion, and blackletter for street fashion. But I digress. Considering that, according to their media kit, 91% of their readers are women, the new logo caters more to that audience not by being simply girly but by being softer and more meaningful. The subtle dimensionality gives the logo a very nice boost and it’s something that looks great on screen, but could easily translate in one color in print. The concept of it being like a piece of thread is far more relevant to fashion than just a typeface choice, and few others do the single-line treatment like Felix can. Below is one of the alternate ideas as well as various sketches to get to the final logo.

The moment I saw Felix’s work on his blog I felt like he had a style that could be right for Fashionista. He’s done quite a bit of work for women’s brands and I like that he tends to create lettering that flows. I asked for a few different ideas, ideas that could work not only for a website but for, say, a storefront, and what really blew me away was that Felix didn’t just interpret that as “a few different looks” he actually came up with ideas — one of which involved bringing products into the logo dynamically, something we may still play with. The version we ended up going with originated from the idea of a piece of thread. We liked that notion because the craft of sewing is still so key to fashion design, but we also didn’t want it to be too overt and as Felix played with treatments to move away from that being obvious he hit on something that also had a neon-diner-sign quality to it, which appealed to me because I love 1930s – 60s diners and that sort of Americana. I also love that because it’s white out of black, like a neon strip on a backboard, it allows us to change it throughout the year — and make that background a color relevant to the season.
— Jonah Bloom

Harper’s comment is:

Wow. It’s logos like this that make me depressed cause I’m not that good.

This has a truly fresh look that is neither an old school print logo or a Web 2.0 blog logo. Very cool.

On Feb.24.2010 at 08:39 AM

Cory ’s comment is:

I loved the logo when I saw it in the Brand New post, but when I went to the actual blog I was confronted with that ugly mystifying glow effect. I was completely thrown off. The logo looks fine without that embellishment, and its addition just occludes the fine craftsmanship.

On Feb.24.2010 at 08:48 AM

Derek’s comment is:

I love the logo. But I’ll agree with Cory, I’m not a fan of the the glow effect in the background.

On Feb.24.2010 at 09:04 AM

Need_you’s comment is:

I prefer compact logos. In my opinion, the new one has to less contrast, and seems ‘too long’.

On Feb.24.2010 at 09:10 AM

markatos’s comment is:

You are breaking your rules here Armin. You at one point said only major brands will be showcased here but this clearly is not a “major brand.”

I think you should open it up and not have this be the exception to the rule. For the most part, large corporate identities are not innovative or exemplary examples of identity design. Anyone who has ever worked on one knows that often times people who should have no business making creative decisions end up having final say.

Anyways, it would be nice to see more “indy” identity work.

On Feb.24.2010 at 09:12 AM

buruno’s comment is:

Beautiful! I greatly respect calligraphy-trained designers.

I must concur with you, Armin. Didone is all over fashion industry. Possibly the most long-lasting trend in this business.

On Feb.24.2010 at 09:15 AM

Jacob Halton’s comment is:

Um, I think it has the glow effect because it’s supposed to look like a glowing neon sign…hurr durr

It still works as a strong logo in just black or white, so in that case it’s a success.

By the looks of all the different paper for sketches, this concept was worked on a lot on public transportation/lunch breaks/etc i’m guessing…?

On Feb.24.2010 at 09:16 AM

Larry W’s comment is:

On the piece of paper on the far-upper-right, there’s a logo idea on there done with ink. It’s the third-one down, last one on the page. THAT would have been an awesome re-do of the logo.

On Feb.24.2010 at 09:23 AM

JBIII’s comment is:

Very tough to read the characters. The F is almost not legible at all. This will not work at smaller sizes.

The treatment is nicely executed and elegant at the size presented.

On Feb.24.2010 at 09:27 AM

sam’s comment is:

I agree with Cory, all the qualities that help make this logo great are lost on the site, especially with the “glow”.
Fantastic rendering where the thread overlays, plus it’s really hard to make type work without it breaking at any point so Felix has done exceptionally well here! Great stuff!

On Feb.24.2010 at 09:48 AM

Kevin’s comment is:

gorgeous logo, I just wish it was treated larger on the site, and that it had some additional “brand elements” that would hold the site together. As it stands now, the optima is feeling really out of place.

On Feb.24.2010 at 10:19 AM

felix sockwell’s comment is:

So much for the “after glow” eh? Hey, I like the glow. They asked me to try it out and I did. I think it adds a little something extra: Sheen. Polish. Seduction.

I wrangled with the h and t.. they’re still not perfect but they retain a good deal of the look/ feel from the sketch phase.

thx to Jonah’s old AD at Ad Age who fwded this job, Jesper Goransson. One of the easiest going ADs I’ve had the pleasure of working with over the years.

On Feb.24.2010 at 10:20 AM

Anthony Hawkins’s comment is:

The idea is great however, as stated previously the F is way over done. At fist glance I can’t determine what the letter is. I kept second guessing myself thinking it might be a backwards P a U or a T. The last thing that I see is an F. I’m not sure why this F was chosen, in the sketches there are some much nicer, more clearly defined Fs.

On Feb.24.2010 at 10:27 AM

Jonquils’s comment is:

Looks a bit like Aunt Clara’s logo. Especially the earlier needle renditions.

Based on the angles at the base of each letter, it resembles neon more than thread.

On Feb.24.2010 at 10:30 AM

Joe Lamour’s comment is:

I think Fashionista is a long word nonetheless. I like the execution, but the traditionalist in me is wondering how it will work in a non-web context. I know, I know, its a website, but you know, I wonder what happens when it needs to go into the real world. I think it’s beautifully executed though, and feminine but not frilly.

On Feb.24.2010 at 10:33 AM

Joe Lamour’s comment is:

@Jonquils - kinda looks like noodles, too.

On Feb.24.2010 at 10:35 AM

Ben Peck | Utah Web Designer’s comment is:

I like the gradient treatment with the glow on the blue but on their site just the glow doesn’t work as good. It detracts from the line quality.

I really love the logo all together. Its very well done and could transfer to many different mediums down the road that will be more standard.

Great. Awesome!

On Feb.24.2010 at 10:38 AM

Andrew’s comment is:

Spaghetti!
Why not dot the i with a juicy meatball?
Just kidding. I LOVE the fancy retro ‘F’.

On Feb.24.2010 at 10:41 AM

pnply’s comment is:

Bravo. It was very fun to review the sketches and follow progress. I’m so glad that a simple look was achieved instead of the clipart+”ista” concept. That would have been the TRENDY in the “more thread, less trend” title, and it would have been confusing.

On Feb.24.2010 at 10:49 AM

Alphonse’s comment is:

Will you self-employed design detectives stop posting other logos that vaguely look like alike? Nobody cares.

On Feb.24.2010 at 10:55 AM

cj’s comment is:

Nice type treatment… I’m a little sad the needle was lost in the final rendition, though.

On Feb.24.2010 at 10:57 AM

Juliana’s comment is:

a true fashionista wouldn’t have just one logo.

my two cents.

On Feb.24.2010 at 11:44 AM

Fiona’s comment is:

I’m a fan! Not only of the work, but the idea that a fashion site put thought into their logo. Bravo!

On Feb.24.2010 at 12:18 PM

emily’s comment is:

i cant say i’m a huge fan of this. especially after seeing it on the website. i think it’s too demure for what the word means and the site that it belongs too. it gets lost on the site among the sea of cutting edge designer clothes.

and yes, it does look like noodles.

On Feb.24.2010 at 12:21 PM

Andrea’s comment is:

It’s unreadable. That is the main thing that bugs me. I guess if you visit the blog everyday, that doesn’t matter to you, but I’m in the group of designers that think if you’re going to have type, you might as well be able to read it.

That aside, love the look. Hoping the “paper doll” wingdingys don’t get used…the women look like football players with wide shoulders and the accessories look like they are straight from a throw-back “real” clip art book! Remember those??

On Feb.24.2010 at 12:21 PM

Logo Design Monster’s comment is:

I like the logo it has a really nice organic style to it so I can see why a few people are not so keen on the glow effect. This really should not detract from the actual logo though as the design really is beautiful and makes an exceptional piece of typography artwork. Thank you for sharing.

On Feb.24.2010 at 12:25 PM

David’s comment is:

Good call on the thread solution. It’s the common thread that binds everything fashion-related together. Pun intended.

Stay away from the neon/spaghetti look unless you’re going for Italian fashion. :)

And yes, its WAY too small on their site. The size shown above is perfect. Actually, the whole Fashionista site needs a re-do to properly reflect the new fancy feel.

@Alphonse
Comparing, contrasting and commenting on similar logos is what Brand New is all about.
Try to add value next time you post.

On Feb.24.2010 at 12:49 PM

Julio Ferro’s comment is:

I love hairline scripts and the encounters of this logo are great. It’s in line with Business Penmanship of Ale Paul as well. http://bit.ly/b8X6Ur

On Feb.24.2010 at 01:47 PM

alex’s comment is:

People can’t read cursive? It looks perfectly legible to me…

On Feb.24.2010 at 01:57 PM

Brian Spence’s comment is:

Well, Felix, if you’re used to this blog, then prepared to get reamed with snarky comments!

Ok, actually, it’s a really nice logo. I like the needle and thread concept, which isn’t executed too literally. The only thing I think is a problem is that it gets hard to read in one color. I especially get lost a bit around the “ni”, which just is loop after loop. However, in this day and age, must logos are not rendered in one color. For a blog, most will see this as intended, with the proper shading giving the thread depth and defining the letters more.

That’s just my opinion. I’m only a student, so I could be totally wrong…

On Feb.24.2010 at 03:09 PM

Rx’s comment is:

Beautiful and unreadable.

On Feb.24.2010 at 04:04 PM

Alisha’s comment is:

I don’t know if people are just used to everything being in sans serif lowercase letters or what, but I think it’s perfectly legible. Every letter is well defined… not sure where the struggle lies.

I absolutely love it. It’s so refreshing to see a redesign where the final design actually looks like it was developed by hand (and yes, I know it was but I’m just saying this isn’t a typical design that looks like the text was just put together on the computer and tweaked a bit). It has flavor and character, qualities that I wish were existent in some logos out there today.

On Feb.24.2010 at 04:42 PM

Andrew’s comment is:

Ok. I just performed the ultimate readability test. I zoomed-in on the new logo and showed it to my wife on my iPhone while she was driving and asked her what it said. Without hesitation, she said, “Fashionista”. “Are you sure?” I asked. “Yes”.

Verdict: Readable.

On Feb.24.2010 at 05:18 PM

Tim’s comment is:

I read it without problem, finally something nice to look at on Brand New.

On Feb.24.2010 at 06:49 PM

Flaherty’s comment is:

Nice Job Felix! I like it. Iike the glow. On the site it does look a bit light in weight I suppose.

On Feb.24.2010 at 07:52 PM

Andy’s comment is:

Lots of character here. Reminds me a bit of the style you’d see in the cursive handwriting workbooks from elementary school.

On Feb.24.2010 at 10:42 PM

Andy’s comment is:

I’ve also been trying to find a way to sneak a ‘neon sign’ logo into the marketplace for a while now.

On Feb.24.2010 at 10:43 PM

Katie’s comment is:

I think it’s brilliant, especially in the way that the lettering feels reminiscent of many things while not making me think for one second that it is a font I’ve seen before. It’s feminine without being patronizing, and I love that.

On Feb.25.2010 at 01:19 AM

Bess’s comment is:

Looks great, definitely an improvement! Nice work Felix!!

On Feb.25.2010 at 04:21 AM

Florian’s comment is:

The web site integration is really terrible. ^^

Apart from that, good job!

On Feb.25.2010 at 05:54 AM

John’s comment is:

Outstanding. Exceptionally well done.

On Feb.25.2010 at 08:25 AM

Nathaniel’s comment is:

Glad the needle was dropped. Beautiful.

On Feb.25.2010 at 08:49 AM

MSGDS’s comment is:

Love the new logo design, hate the glow effect.

And what bothers me is that both “a’s” sit little higher than they normally would. But, overall nice work.

On Feb.25.2010 at 09:32 AM

=David’s comment is:

Slightly better-than-average concept, brilliant execution.

On Feb.25.2010 at 11:25 AM

m’s comment is:

It’s halfway to me, I like the concept but the lettering is dull, House industries or underware (to name a few) would have done it much better.

On Feb.25.2010 at 12:31 PM

Nate’s comment is:

I was down with the original blackletter logo, but the thread/script logo definitely creates a closer connection to clothes and fashion.

On Feb.25.2010 at 01:15 PM

neil’s comment is:

Blackletter for street fashion? Ouch. Douchebag fashion, maybe.

On Feb.25.2010 at 08:44 PM

Catherine’s comment is:

I’m also glad the needle was dropped - wasn’t necessary to get across the “thread” idea. Very effective. Love it! It’s also very nice to see the entire drafting process.

On Feb.26.2010 at 01:41 AM

jen’s comment is:

Lurve. Utterly.

On Feb.26.2010 at 02:03 PM

Travis Ludwig’s comment is:

I concur with Alphonse. Every logo that has ever been created looks slightly or overtly like another logo. Pointing out that fact does not make a person more astute. Oh, by the way, this logo was successfully executed.

On Feb.26.2010 at 02:41 PM

qwertyale’s comment is:

good as typography exercise, tired as logo.

On Feb.26.2010 at 03:44 PM

dMullins’s comment is:

From illegible to very illegible in 0.5 seconds.

On Feb.26.2010 at 04:21 PM

dMullins’s comment is:

@Jonquils: It looks nothing like that.

On Feb.26.2010 at 04:22 PM

Jack’s comment is:

The needle logo was up to an excellent start, with some more refinements it would have been an instant classic. Kinda like those timeless marks created by Pentagram designers.

On Feb.27.2010 at 12:07 AM

maria’s comment is:

with all due respect:
this logo says to me, “look I’m the KMART of fashion”

it is very mass and borderline quaint. Not very fashion forward.
SO yeas is legible, but fails to impress.

On Feb.28.2010 at 03:55 PM

Madison’s comment is:

Speaking of fashion sites, I really like the logo and design of the men’s site Valet. www.valetmag.com

On Feb.28.2010 at 11:35 PM

felix sockwell’s comment is:

I’m a a designer for K Mart.

Ouch.

Actually they (and Wal Mart) did
inquire and about doing some things,
and, after reading some of the
quaint observations on my site, decided
to go with someone else. Someone whos
shuts the hell up. Probably someone
without a last name, like, say like maria
or emily.

OK I’ll shut up now.

On Mar.01.2010 at 08:28 AM

Paul Rand’s comment is:

Three threads backwards, two stiches forward.

On Mar.01.2010 at 07:41 PM

Andrew M.’s comment is:

Ugly.

The blackletter was a bit much, but this new logo isn’t immediately legible, doesn’t tell me anything about the company it represents, and doesn’t seem particularly unique.

Also Felix, stop being so butthurt. If you can’t take criticism you shouldn’t have gotten into the design field.

On Mar.03.2010 at 05:12 PM

GIEGER’s comment is:

I think the hand-painted, sketchy brushstroke one is better than the finished logo. It has a more unique, personal feel, which is probably a good brand attribute. Plus, it’s (ironically) more legible than the final logo.

On Mar.03.2010 at 05:50 PM

Ivana’s comment is:

Boring. Obvious execution … and it falls short because it lives predominantly online – and hot damn, that website is ugly. What’s the point if you’ve not going to change every facet of digital brand.

I read the blog often and find it patronising that all women would welcome a more soft feminine, obvious execution of the logo. Fashion is about being daring – this is the complete opposite.

But to be fair, it is a beautiful execution of a piece of type.

On Mar.07.2010 at 07:02 PM

louis vuitton’s comment is:

I think the hand-painted, sketchy brushstroke one is better than the finished logo. It has a more unique, personal feel, which is probably a good brand attribute. Plus, it’s (ironically) more legible than the final logo.

On Mar.12.2010 at 02:57 AM

Links of London’s comment is:

I think the hand-painted, sketchy brushstroke one is better than the finished logo. It has a more unique, personal feel, which is probably a good brand attribute. Plus, it’s (ironically) more legible than the final logo.

On Mar.12.2010 at 02:58 AM

replica watches’s comment is:

Someone whosshuts the hell up. Probably someone without a last name, like, say like maria or emily.

On Apr.16.2010 at 01:41 AM

louis vuitton bags’s comment is:

I read the blog often and find it patronising that all women would welcome a more soft feminine, obvious execution of the logo. Fashion is about being daring – this is the complete opposite.

On May.04.2010 at 08:02 PM

Tosh’s comment is:

I agree with Cory, all the qualities that help make this logo great are lost on the site, especially with the “glow”.
Fantastic rendering where the thread overlays, plus it’s really hard to make type work without it breaking at any point so Felix has done exceptionally well here! Great stuff!

On Jun.10.2010 at 04:53 PM