Love, Loft Logo
Custom Lettering, Logo Design
Just before launching their holiday campaign, the team at LOFT commissioned us to create an updated version of their signature script "Love, Loft" logo. After years of using the original handwritten logo, they were looking for a fresh, playful, and polished update that still captured the personality of the LOFT brand. We created the lettering for the updated logo treatment, providing a cleaner, modernized take on the handwritten feel of the original. Since then, it has been used on multiple seasonal window displays, in-store signage, packaging, emails, social assets, branded items for events, and a new in-house subscription program. The internal LOFT team has designed and created all of these subsequent assets, and has full ownership of any additional design work shown below for context. Collaborators: Aoife Wasser (Creative Direction), In-House Loft Design Team (assets shown for context)
Lettering
The personality of the LOFT brand comes through as feminine, friendly, fun, responsible and brave, and we aimed to capture each of those conceptual pillars in the updated logo design. we reimagined the original logo with updated spacing, smoother curves, consistent strokes and more proportional elements (type, lettering and heart icon), while still keeping the natural feel of handwriting. Overall, the new logo still captures the message of the original, while creating a more polished, cohesive mark that can be easily scaled across the LOFT brand. 
Old Logo
New Logo
Window Displays
The updated logo has been leveraged for multiple seasonal window displays, both as a focal point and supporting design element.All window displays shown below were designed by the in-house team at LOFT.
Infinitely LOFT
Shortly after the updated logo was designed, LOFT created its own internal subscription program for customers, titled "Infinitely LOFT." The "Loft" lettering from the new Love, Loft logo is used in the branding for this subscription service, and can be seen on the accompanying website, social assets and packaging. All assets shown below were designed by the in-house team at LOFT.
Emails
For specific seasonal campaigns or sales, the new Love, Loft logo is frequently used in place of the traditional LOFT logo on all marketing collateral. This extends to emails, the LOFT website, in-store signage, and more. Some examples below include the Thanksgiving, Black Friday, and Holiday email assets. All assets shown below were designed by the in-house team at LOFT.
Events
For special events, the new Love, Loft logo has been used across a variety of specialty branded products + goods. Some examples include: a Love, Loft neon sign for The Curvy Con, and branded coffee cups + cookies for #LOFTimist Day. All items shown below were designed by the in-house team at LOFT.
Social
The new Love, Loft logo has been used across a variety of different social assets as well. From being featured on packaging to being used as a standalone graphic, the new logo is used consistently as a supporting asset across LOFT's social media. All social posts shown below were designed by the in-house team at LOFT.
