Customized logotype and typographic consultancy for branding.
Lydia Delgado is one of the best fashion designers from Barcelona, and since the 8os she has been a reference of the Spanish fashion scene. This year she opted for the complete renewal of her graphic identity. My collaboration with Lydia and the art director José Rodriguez started with the design of the logotype and the typographic consultancy for the online shop.
The design attributes
The design idea is based in reflecting and reinforcing the attributes of her work: Femininity, geometry, timelessness, sweet sophistication, modernity and strong design, all concepts that evoke the creations of Lydia Delgado.
Radar, the typeface
From the very beginning it was clear that we were going to work with a geometric and balanced sans serif type. After several proofs with typefaces that could match the briefing, I decided to propose a slightly customized version of the typeface Radar, designed by Marta Sánchez as her final project at the Master of Advanced Typography at Eina School in Barcelona. Radar was initially born as a digital recovery of Grotesca Radio, a typeface family which is part of the set of creations that Richard Gans type foundry developed in the second decade of the twentieth century. The feminity, the decó details, and its sophistication and functionality at the same time were relevant for the choice.
I interpolated the original weights designed by Marta, Radar Fina (Light) and Radar Negra (Bold) and generated a Radar Seminegra (Semibold), that later was customized, with a more open letter space and a slightly different double storey ‘a’, to improve the legibility in smaller sizes.
Nowadays I’m working close to José as a type consultant for all the identity elements, being the website the first one. The design shows an exteme simplicity and elegance, combining images and a colour palette, with Radar Fina for the main texts.
Visit the website www.lydiadelgado.es