Two thin-line and airy identities serve as metaphorical parenthesis for a bold identity this week, with work from Madrid, Lima, and Mérida.
Kling by Antonio García Cárceles
Kling is a relatively large fashion brand based in Spain but with global distribution, self-described as “a pop-iconic fashion brand […] with a hearty dose of girlish, sixties and cartoonish style.” Amazingly, its applications exactly reflect that. Designed by the brand’s own Creative Director at the time, Antonio García Cárceles, the identity takes a simple Futura wordmark — which, yes, is just like every other fashion brand today — and infuses it with a lot of playfulness by adding funky fonts, hipster-y illustrations, and a 1980s-tastic color palette of pink, yellow, and blue — the store design shown at the link is probably worth a pilgrimage for any Kling fan. See full project
LADFEST 2018 by IS Creative Studio
LADFEST (short for Latin American Design Festival), now in its fourth edition, is one of the leading design festivals in Latin America, spearheaded by IS Creative Studio, who also design the event’s materials. So far we’ve featured all three past identities on Friday Likes and LADFEST keeps bringing the fire, especially this year with an all red and black palette and placing more emphasis on its lightning bolt logos. Combined with an extended style of Druk and Fifty, a weird sans serif from ECAL Typefaces, the applications are bold, exciting, and unique. A special tip of the hat for the tote bags that bleed off the edges — it’s easy to do in Photoshop but surprisingly difficult in real life. See full project
Hembu by Bienal Comunicación
Hembu is a retail shop in Mérida, Mexico, specializing in health and beauty products from Korea and Japan. Designed by local firm Bienal Comunicación, the identity plays off of the name — that uses the root of the Korean word for happiness — to create thin-line smiley face where the mouth is complemented by the words “Korea” (where the eyes are) and “Japan” (where the nose is). You will have to excuse me that I don’t know in which language each is written. I do know that it makes me smile. The execution of the logo is very well done and it does create a feeling of don’t-worry-be-happy-and-have-smooth-skin. See full project