The Savanna symbol is a clean logotype identity mark, which fits cohesively with the lion and lioness symbols corresponding with the men’s and women’s lines of clothing. It takes into account the usual type treatment of designer intimates lines, which typically include serif typefaces set in all capital letters. However, while Savanna captures this classic style, important adjustments have been made to incorporate the individual style and flair of the company.
The straight-serif type has been replaced with a slightly more unique, curvy serif font choice (Alice). The type has been set with loose tracking, a device which effectively makes the overall design have a more clean, mature appearance, which appeals directly to the targetd demographic of working men and women. The primary symbol functions as a unisex logotype, which would be printed inside fabric clothing tags, merchandise, and on the front of the store. The primary symbol is designed to stand alone on black, white, or grey.