Visual identity for a renewed magazine

Challenge

Challenge

LAIMĖ is a new chapter of a popular women’s lifestyle magazine Laima, that on its 25th anniversary decided to change not only its name but the whole identity. LAIMĖ means ‘happiness’, and so our task was to embody this concept and make the new look more appealing to a contemporary reader, while keeping the publication recognizable for its signature feminine and elegant feel.

LAIMĖ is a new chapter of a popular women’s lifestyle magazine Laima, that on its 25th anniversary decided to change not only its name but the whole identity. LAIMĖ means ‘happiness’, and so our task was to embody this concept and make the new look more appealing to a contemporary reader, while keeping the publication recognizable for its signature feminine and elegant feel.

Our solution

Our solution

With logo, we changed the character of the letters shaking off serifs, and adding a more modern feel with a different typeface thickness. To maintain the emotional link to the old version of the magazine and not alienate loyal readers, we kept the height and interlacing of the old letters.  

With logo, we changed the character of the letters shaking off serifs, and adding a more modern feel with a different typeface thickness. To maintain the emotional link to the old version of the magazine and not alienate loyal readers, we kept the height and interlacing of the old letters. We chose four bright colours to embody happiness, and used them individually to separate four segments of the magazine’s content – Happiness to live, Happiness to change, Happiness to interact, and Happiness to feel good.