Brand Identity

Loft Girls

Ann Taylor Loft is a women’s clothing brand whose mission “aims to inspire and connect” with their clients and encourage them “to put their best selves forward every day.” This project expands the Loft brand to include a store for tween girls.

Problem

Loft Girls needs an identity that relates to LOFT but also helps the business stand alone and gain recognition in its market while making girls feel confident and happy.

Solution

The logo system for Loft Girls borrows from the thin letterforms of the parent logo, loosely tracked to create a strong, elegant presence. The type is converted to lowercase for a more youthful feel.

The “O” in the parent logo stands out as the iconic element. In the Loft Girls logo, the “O” has been included in the first word and repurposed as the bowl of the “g” in the second word. A diamond was used as the dot over the “i” to carry through the geometric elements of the Loft identity and add touch of strength and feminine beauty.

The color palette includes a muted pink as an element of tradition and sweetness but adds a bold teal and rich orange to mix in unexpected colors for fun and confidence.

For this project, the logo has been applied to a postcard series that demonstrates the total Loft Girls identity.

Key Business Features

  • Tone is cheerful, confident and sweet
  • Styles are modern and feminine, not trashy
  • Selection for many occasions – school, religious services, parties, loungewear
  • The shopping experience is well organized, uncluttered

Challenges

  • Must balance with a strong parent brand
  • Must bring fun and confidence to the brand without appearing to imitate established competitors
  • Small target audience that is hard to research

Customers

Girls, age 8 – 12. Middle class to upper-middle class families who are active with busy schedules. Loft Girls shoppers need modern, graceful styles for school and play.

Competition

Loft Girls will compete with established kid brands like Justice and Gap Kids. Justice, in particular, caters to girls and has a strong, developed brand that exudes fun. As one of the first brands of its kind, girls may be drawn to the established, “cool” identity of Justice.