Lookbook — Brand Identity Development

The Introduction

About the project · our role · our approach

About the Project

Lookbook is an online fashion-catalog service that brings designers into a single catalog. Its mark turns an open book into flowing pink pages beneath a bold wordmark. This brief restates the 2020 identity within the eight-section parameter, keeping the two-colour, book-led idea intact.

Our Role — Mohammed Vaseeuddin

Preserve the open-book mark and bold wordmark
Hold a fashion-forward, two-colour visual language
Define a curious, stylish platform voice
Set colour and type for the platform, print and social

01Discovery

Revisit the 2020 brief — a verbal-yet-visual mark, kept to two colours.

02Essence

Frame Lookbook as the place fashion gets discovered.

03System

Mark usage, palette, type and catalog templates.

Brand Origin Story

History & heritage

Lookbook was built to solve a discovery problem: dozens of designers, no single place to browse them. The name says it instantly — a lookbook is where you go to see. The mark fuses an open book with fashion pages, a verbal idea made visual, and was deliberately held to two confident colours so it would read at any size and stand the test of time.

Vision & Mission

Mission · vision · promise · essence statement

Mission — what we do today

To bring designers together in one catalog where style is easy to discover.

Vision — future aspiration

To be the first place people open to see what to wear next.

Brand Promise

Every designer, one beautiful place to browse.

Brand Essence Statement

Lookbook is fashion discovery, bound into one book.

Core Values

The principles that guide Lookbook

DiscoveryMake finding new style effortless.

CurationQuality and variety, well organised.

StyleLook as good as the clothes inside.

AccessibilityDesigners and shoppers, easily connected.

Brand Essence

Meaning · culture · interpretation

Name & symbol

'Lookbook' is the fashion artefact itself; the open-book mark renders the name literally and elegantly.

Cultural resonance

The lookbook is a beloved fashion ritual — turning pages to find the next look.

Emotional recipe

Curiosity and the small thrill of discovering something to wear.

Interpretation for the brand

Keep the two-colour book mark crisp; let the catalog imagery bring the colour and variety.

Brand Archetype

Archetype · personality · tone of voice

Primary — ExplorerSecondary — Creator

Curious, stylish and welcoming — Lookbook speaks like a well-dressed friend showing you what's new, enthusiastic but never pushy.

StylishCuriousWelcomingModernInviting

Visual Identity

Logo · typography · colour · mood

Primary typeface

Montserrat

A bold geometric sans matching the wordmark — for headings and the platform UI.

Secondary typeface

Mulish

A clean, light companion for listings, captions and body copy.

Plum Ink

Primary

HEX	#2E1A30
RGB	46·26·48
CMYK	4·46·0·81
PANTONE	nearest — confirm on press

Hot Magenta

Secondary

HEX	#E0119B
RGB	224·17·155
CMYK	0·92·31·12
PANTONE	nearest — confirm on press

Orchid

Accent

HEX	#A8189C
RGB	168·24·156
CMYK	0·86·7·34
PANTONE	nearest — confirm on press

Paper

Ground

HEX	#F5F2F4
RGB	245·242·244
CMYK	0·1·0·4
PANTONE	nearest — confirm on press

Mood board direction

Open books and turning pages, flat-lay fashion, magazine grids, magenta-to-plum gradients and clean catalog layouts. Editorial, modern and full of discovery.

Open bookTurning pagesFlat-layMagazine gridMagenta→plumCatalog

Business Stationery

First applications & handover

Platform mastheadMark lockups for web and app.

Catalog coverIssue / season billing template.

Business cardBook-mark card for the team.

Designer onboardingBranded welcome and listing kit.

Email headerNewsletter and feature banners.

Social kitNew-arrival and lookbook templates.

Lookbook.

The Contents