Creation of the visual identity for fashion house Thebe Magugu.
Commission created an emblem of sisterhood to represent South African fashion designer (and 2019 LVMH Prize winner) Thebe Magugu‘s eponymous label. The logo is designed to adorn Thebe’s ready-to-wear collections as an homage to the matriarchal figures that have supported and inspired the designer’s creations throughout his studies and career. Drawn from an original image – from issue one of Thebe’s annual publication Faculty Press – created by Aart Verrips and Francois Ferreira.
Above, model Thapelo Mofokeng – shot by photographer Andrea Baioni – is emblazoned with the Thebe Magugu Sisterhood logo, painted on him by make-up artist Lesley Whitby.
Stills from Thebe Magagu's SS21 presentation film "Counter Intelligence" by Kristin-Lee Moolman
Thebe’s collections are an homage to education and study, often rooted in specific subjects. This deep interest in educational institution became the inspiration for the label’s custom logotype. The letterforms reference that most academic of typefaces, Times New Roman, but drawn in a Black weight to give the logotype visual impact and gravitas. The ambition is for the logotype to feel academic whilst resonating a crafted quality and elegance essential for a contemporary high end fashion brand.
The TM monogram, created to offer the label a bold graphic signature for garment trim and brand applications. The forms of this monogram adapt to form a repeating pattern inspired by the strong geometric motifs common in the rich print making culture of Thebe’s Tswana and Sotho heritage.
Based on the letterforms drawn for the Thebe Magugu logotype, the typeface design was expanded to a full uppercase Latin alphabet in order to brand the label’s other activities such as the publication ‘Faculty Press’. Letterforms have been softened, with some peculiarities added that have been inspired by Times New Roman’s lesser seen family member, Times Modern Black. Typeface created for Commission by Lucas Descroix.
THEBEMAGUGU.COM designed and made in collaboration with Official Business is inspired by academia and .edu sites. With gamification and playful hidden touches throughout, the site aims to bring to life Thebe's universe – you can explore collections, campaigns, read articles from FACULTY PRESS, and shop.
Commission images: Luke Evans
Big thanks: Jae Soh