JayStyle Fashion Label

Always exploring our original concept of favouring style over fashion, we appreciate timeless design that lives beyond the season.

Merging traditional methods with new techniques and innovative fabrics, we work hard to create fashion pieces that look and feel at once classic and modern.

e hope you enjoy the attention to detail shown in every garment and the wide breadth of inspiration that defines our collections. We like functional design crafted from simple ideas.

JayStyle is a brand new high-end fashion label. Brought to you at affordable prices, JayStyle offers both men and women a variety of clothing styles from casual to high-end. The task for this project was to create an all-round visual identity for the fashion label.

The start of this project shows you how I originally went about create the JayStyle logo. Originally calling it Jstyle I wanted to try and have both a modern age and fashionable feel to the logo. After researching many fashion labels I decided to have the logo as the name itself.

My first step was to find a suitable serif typeface that would be the 'J' of the logo because I wanted it to be the hierarchy of it.

My next step was to find a sans-serif typeface that would act as the modern style for the logo.

Once I chose my favourites I went about placing them all together in various ways to try and find the best suited typefaces. I broke the typefaces down to two different ones and eventually picked the one I thought would best suit the logo. I then tried to incorporate a 'fashionable' colour to the 'J' by the use of either gold or silver.

I eventually settled on Snell Roundhand for the 'J' and Helvetica for 'Style'.

Once a number of photos were taken of the brand I realised the logo didn't say what the brand was at all so had to go back to the drawing board.

Due to the nature of the brand, the whole style of the logo didn't match up to it so I started contemplating even going as far as to change the name entirely. Oakland being the changed name. However, because I was on a certain timeline I stuck with Jstyle but did change it to JayStyle.

As you can see below on the bottom of the image I chose the typeface to be Baskerville because it felt more like what the brand was to be represented by. I then created a small sumbolized logo to go with the typeface using the font Colonna MT.

These are the different styles I came up with when changing the logo again. Once the logo was chosen I then had to try different positions to see how it would look best.