FOOD FOR THOUGHT


The aspects of things that are most important for us are hidden because of their simplicity and familiarity.


—Ludwig Wittgenstein




ALAIN PARIZEAU


As a designer and brand articulation specialist, Alain has gained a reputation for helping businesses from around the world to develop and restructure communication systematically and effectively. From redesigning magazines, to developing wayfinding systems, Alain’s direction has helped North American and South Asian companies align their brand communications and business goals with their target audiences.

Some of his business logos, editorial spreads, and packaging design work has been featured in international graphic design publications such as Coupe Magazine and How Magazine. Sri Lankan national newspapers like the DailyFT, and the Daily Mirror regularly featured some of his design workshops and seminar takeaways. Parallel to this, he has been a speaker on design, branding, and typography at festivals and conferences such as Sri Lanka Design Festival, UX Colombo, Maldives Marketing Forum, and Disrupt Asia. He was a senior lecturer and head of the visual communication department at AOD in Colombo for 10 years; Here, his strongest asset was his ability to observe and understand the various cultural, social, and behavioural differences between each student.

Parizeau holds a DEC in Multimedia from André Grasset College, Montreal, Canada, and a BA (Hons) degree in Graphic Design from York University, Toronto, Canada. Additionally, Parizeau is a HEA associate fellow (AFHEA), which demonstrates a personal commitment to professionalism in learning and teaching in higher education. He was also a member of the International Association of Typographic Designer (ISTD), and for several years on the ISTD international competition judging committee.



CONTACT 


For commissions and inquiries, contact Alain’s studio—Public Works, at hello@publicworks.store.

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FMLK 03

Renovating a logo without uprooting from its popular characteristics; evolving an identity to match its maturity





Image: new Fashion Market word mark; full name version.


We recommended a renovation of the logo over a redesign.
When the online store FashionMarket.lk ask us to help them upgrade their identity for the launch of a brick and mortar store in Colombo, Sri Lanka. It was clear that a 'renovation' of sorts was necessary so as not to loose too much of the existing brand name and look. We couldn’t uproot it without losing its existing following, which is significant. At the same time, it was important to rectify the word 'market' as it carries a feel of cheap, mass-market clothing, particularly in Sri Lana. Additionally the '.lk' incorporation in their name was reminiscent of daily discount e-commerce sites names gaining popularity in the area.




Image: New FMLK monogram logo designed for desktop and mobile platforms.


Maintain a strong connection to the brand's first name, with a more modern and ambiguouity.

Weighing out these two key factors, where you cannot completely uproot yourself from the existing brand name / look but also need to upgrade, we suggested the idea of the brand 'growing up' and reaching maturity, in a sense. 

The way we see it, the name fashionmarket.lk is known enough to be shortened, and presented with a similar but improved look. This way people will still connect to the initial brand but see it with fresh eyes when they see it first at the store. The way we articulated the look, it can easily be taken online too, so that everything is uniform across all channels.

The best solution ended up being a letter combination that has no vowels, yet stands for a meaning. FMLK maintains a strong connection to the brand's first name, but is modern and more ambiguous leaving room for wider interpretation which we think you can use in very interesting ways for promotions.




Image: Gif showing the renovation difference between the old and new word mark.


Maintain a strong connection to the brand's first name, with a more modern and ambiguouity.

Visually too, the logo renovation has been done in a manner that has strong parallels to the previous look. We kept the older version of the name as alternative logo so as to make the transition from one name to the other gradual.

However each letter in the old word mark were slightly improved to mirror the more sophisticated and new version of the logo.



Image: New FMLK branded swing tags.