A Fierce New Look

Fashion forward for all

Demand Media, in partnership with Tyra Banks, planned to launch a new and novel kind of fashion website: one that's geared toward real women—of all types—in a celebration of their diversity and individuality.

This new site would be the anti-Vogue: not a mandate to strive for narrowly defined perfection, but an invitation to follow a personal guide through the world of beauty and fashion. Its one true hope is to provide inspiration and tips within each woman's reach.

With such an aggressively inclusive agenda, the site needed an iconic name and visual identity that are universally welcoming, but still had enough dazzle to engage even the most jaded fashionista. And of course, they had to win over Tyra!

One name. Many meanings

Siegel+Gale conceived a name that embraces the individuality of every woman's unique personality, body type and fashion sense: "typeF." The "F" can literally mean many things: Fun. Fierce. Fantastic. Fashion-forward. Feminine. But, symbolically, it's the blank slate for every woman to fill (Fill) in her own personal way.

With a logo that evokes the seamless flow of a ribbon or swath of paint, we visually unfurled the limitless potential of typeF. Brand New, which chronicles corporate and brand identity work, offered that the flowing and ribbony "F" is "highly hypnotic" and "absolutely perfect for the medium, the audience, and the host." It was also suggested that the "1-color application demonstrates that someone is paying attention on the design of this identity…it's hard to deny that this is all very good and well thought out."

A fabulous launch

Tyra's typeF brand officially launched in March, and it has been generating strong media buzz thanks to her tweets and recent appearances on "60 Minutes," "Ellen" and "Late Night with Jimmy Fallon."

As Tyra Banks told People magazine:

"I connect to fierce—that's what it means to me. But it allows for women to define themselves. It can mean fashionable, fashion-forward, feisty."

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