2021

Lionel Lim Photography

Brand Identity

A strong believer in the power of collaboration, Lionel Lim is a Singapore-based image-maker whose work spans across the disciplines of fashion, beauty, portraiture, and product. The precise and adaptable identity system was built on the concept of the unofficial signage for collaboration—the symbol ‘X’. The usage indicates and establishes the partnership between him and his collaborator.

Chosen for its strong sense of modernity and simplicity, the logotype is set in Helvetica Neue and Domaine for its visual connection to his multi-disciplinary line of work. The letterforms, spacing, and weight within the logotype were then carefully crafted to reflect the attention to detail when he is working behind the camera.

Prioritizing the work of the artist, the color system has been selected to maintain a quiet but distinctive presence throughout.

[Documentation in progress]



2017—2022© Ho Rui An, Joel
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