Lesap -
La Sape, an abbreviation based on the phrase Société des Ambianceurs et des Personnes Élégantes and hinting to the French slang word sape which means "clothes" or sapé, which means "dressed up", is a subculture centered on the cities of Kinshasa and Brazzaville in the Democratic Republic of the Congo and Republic of Congo respectively. An adherent of La Sape is known as a sapeur. The movement embodies the elegance in style and manners of colonial predecessor dandies.
The world of Les Sapeurs is a colorful, optimistic world that always looks forward. Every day is unique and they live it intensely, for this reason, the logo, apart from having dynamism with the movement, had to have some freedom to change of "suite".
The world of Les Sapeurs is a colorful, optimistic world that always looks forward. Every day is unique and they live it intensely, for this reason, the logo, apart from having dynamism with the movement, had to have some freedom to change of "suite".
Lesap Branding + Web
Lesap
Role: Creative - Art Direction - Design
2018
Lesap
Role: Creative - Art Direction - Design
2018
Static world - Lines 1, 3, 5
The odd lines represent the steps of those who have no attitude, who live paralyzed without moving, waiting for things to happen by chance. These stripes will always be in grey scale in order to contrast them with the footprints left by the passage of a Le Sapeur.
Dynamic world - Lines 2, 4
The even lines correspond to the steps of a Le Sapeur. They can change color, position, this will help the branding to generate a sense of dynamism vs a world in gray scale and static. Unlike the odd fringes, the cut of the line 2 and 4 will always be different, that transmits that there is movement, the cut can never be in the same dividing line not to generate a feeling that it has stopped. Always in constant motion.
The odd lines represent the steps of those who have no attitude, who live paralyzed without moving, waiting for things to happen by chance. These stripes will always be in grey scale in order to contrast them with the footprints left by the passage of a Le Sapeur.
Dynamic world - Lines 2, 4
The even lines correspond to the steps of a Le Sapeur. They can change color, position, this will help the branding to generate a sense of dynamism vs a world in gray scale and static. Unlike the odd fringes, the cut of the line 2 and 4 will always be different, that transmits that there is movement, the cut can never be in the same dividing line not to generate a feeling that it has stopped. Always in constant motion.
Movement
To generate a sense of dynamism, the dividing lines will always be in different positions to convey that there is movement. In addition, in the web we can change every x steps the color of the logo as it would do a les Sapeur, today a yellow suit is placed, tomorrow a blue one.
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To generate a sense of dynamism, the dividing lines will always be in different positions to convey that there is movement. In addition, in the web we can change every x steps the color of the logo as it would do a les Sapeur, today a yellow suit is placed, tomorrow a blue one.
