Lanudo logo

Lanudo, developed by myself, is a fictional company, which sells clothes for children made out of alpaca wool.

I choose the company name “Lanudo“, Spanish for wooly or fluffy, because alpaca’s natural habitat is in South America, where Spanish is the most spoken language. Through this I want to have a better connection between the product and the origin of the resource.

In general, I wanted to show the softness of the clothes within my logo. Therefore, I combined the wool of alpaca’s together with the sewing process. This can be seen in the dotted line, which should be associated with a seam.

In the following text I will give you more details about my developing process, the digitization, the final logo, the product, the corporate identity and my mock-ups.

Developing Process

In the beginning we did not have to decide what kind of company we wanted to create. Therefore, to get an idea for my logo, I wrote down different sentences on a paper and searched for interesting shapes.

To have a bigger selection of different shapes I wrote did it on three different papers and in the end I was quite happy with a form that reminded me of a sheep’s head (circled). I transferred this shape on a transparent paper (see below), to make sure I would still like it when there are not other lines around it.

What I really liked about the sheep’s shape the minimal amount of lines that form the head and the line in the front of the face, which reminded me of a tongue.

In comparison to other shapes I found on my papers I really hoped to have the possibility to vary the shape of the wool, and therefore, get an interesting logo. Furthermore, I was thinking to place the company’s name on the tongue, or as a replacement of the tongue, and have a good combination between the logo and the name.


I decided to continue my work with the sheep’s head. During this process I got a lot of feedback by people that did not recognize the shape as a sheep. I, for myself, did not have this problem because I was familiar with it. In conclusion to that, I was thinking about a way to make the shape easier for the observer. I wanted to stick to the minimalistic look as well as the representation of the wool. Through this, I came to the result of an alpaca shape.

At this point, I decided that the business of my company should be either children clothes or stuffed animals, both made out of alpaca wool. I developed different alpacas (see below) that would fit to my company idea.


For my first draft, I was thinking about how to connect the logo and the name together, since I did not want to stick to the idea with the tongue anymore. I placed the logo above the name, because the alpaca’s neck is closed like this and the whole signet seems more balanced. Furthermore, I was thinking about the style of the font. Due to some notes I took in the beginning, i.e. warm, soft, naturally, high-valency, …, I decided to use a calligraphy font, which looks loosly but still qualitatively.

In addition to that, I wanted to connect the fact, that my product is hand sewn with the font and therefore decided to add a needle and thread.


The sketches below are the sketches I used for my digitizatzions. I choose a light blue oval, which was supposed to frame the alpaca. The blue looks soft and babyish, both attributes that match to my potential products. Before I started my digitization I conducted a survey about what people see in my logo and what it could be for. The result of this survey was, that a lot of the respondents thought that my company produces travel neck pillows, because of the blue shape. This was definitely something I wanted to change during the digitization.




I choose a variation between my second and third sketch, but decided to stick to a circle instead of an oval, to get rid of the travel neck pillow. Furthermore, with a circle the logo looks more balanced and equal.

In the following steps I thought about different possibilities how to connect the logo and name better with each other. I did not want it to be too far away from the logo which is why I included it within the circle. Furthermore, the font kind of forms the body of the alpaca.

This was also the time when I choose the name of my company. „Lanudo“ is Spanish and means wooly or fluffly. Because alpaca’s natural habitat is in South America, where Spanish is the most spoken language, I searched for different Spanish words with fitting meanings. Furthermore, Lanudo is a word that children can pronounce easily or similar to their language they develope when they are not able to speak clearly. Through this I want to have a better connection between the product and the origin of the resource.

I developed the font with different calligraphy fonts (see below), which I combined to have a unique typeface.


Final Logo

In the following steps I experimented with different placements of the alpaca. For the final logo I added a dotted line within the circle, which is supposed to build up a connection between the logo and the hand sewn products. The dotted line is behind the alpaca, because I wanted it to pop out and be in the foreground, which makes the logo more interesting.

I still connected the name to the circle but left one side open to get a more dynamic effect. The name ends at the same width as the alpaca and therefore does not destroy the circled shape.

To have a more vibrant look I changed the colors a little bit and with that they also look better when the logo is printed on something.


Lanudo logo


In the end, I decided that my product should be children clothes, because I felt like the alpaca logo transmits that only alpaca shaped stuffed animals should be sold if that is the main product.

The product is supposed to accompany the children while growing up. The clothes are high-quality to suggest a long durability. Therefore, the pieces can be worn by following generations and it is not necessary to buy new clothes for each child or it can be a special memory. The used resources are all sustainable which makes the clothes ecological friendly.

In addition to that, wool of alpacas is really soft and warming, which suggest a high wearing comfort for the children.

Target Group

The group that is wearing the clothes are children. Nevertheless, my target group are their parents, grandparents or other family members and friends that want to buy something really special for the children. Therefore, it is not possible to define an exact age of the target group but it roughly starts at the age of 25 years.

The target group is good educated and therefore more likely to buy an ecological friendly product even if it is more expensive. To be able to spent more money on the products they should be part of the better earning society.

The target group can be addressed to over different media platform, such as email newsletters, letters or magazines, customized to the different ages and media consumptions of the target group.

Corporate Identity

Corporate Behaviour:

The company’s personality is familiar and open, just like the product and the emotion, which should be included within a buy. The employees are all on the same level close and have fun working with each other. This should be also transmitted to the customers.

Lanudo is a sustainable product, which is produced on fair trading conditions in Peru, where the alpaca wool comes from. This is a unique selling point since often children’s clothes are produced out of bad-quality material, because many parents want to throw non-fitting clothes away and do not think about reusing them.

The biggest weakness of Lanudo is the price for each product. This weakness should be overcome through enlightenment about the fair trading conditions. Furthermore, the customers get informed about the long durability of each product. If there is critic concerning the company Lanudo speaks about it openly and learns out of past mistakes, to have a transparent insight for the customers.

The customers can get  personal advice about the products in any store. In addition to that, a personal call over a hotline is also possible. Clothes, that show issues within the first two years after the purchase, can be sent back and be fixed for fee.


Corporate Communication:

Lanudo is available on different social media platforms. These address mainly to young parents that are searching for different tips about the daily life with child.

The advertisements can be found at different places to address the different age groups. On the one hand, Lanudo has a lot of  advertisements on the internet, also collaborations together with different influencers that have own children. On the other hand, Lanudo addresses older generations with different magazines, where you have the possibility to directly order the products. In addition to that, all different ages are supposed to be addressed with different posters in the cities.

With all advertisements it is important that the wearing comfort ist transmitted while taking a look at them.


 Corporate Design:


The main color is a light blue, this is a connection to the children, because it is also associated as a baby blue. The blue appears really soft and reminds of clouds or a light sky.

The orange is a natural color of alpaca’s faces. It is not too garishly so it still can adapt good with the other colors.

The ears and the cheek are light pink, because it is fitting to the blue and picks up the two „typical children colors“.

The alpaca’s body is white, because it is also a natural color of alpacas and shows the purity and cleanliness. Furthermore, white wool is also easier process and colored.

In general, I thought a gray is more fitting to the company, but with a black outline the logo looks more put together and it forms a bright-dark contrast together with the other colors.



It is important that the logo is only placed on white areas, otherwise the alpaca’s color will be changed since it is supposed to be transparent. In general, it is possible to have a black and white version of the logo, if needed.

The font of the logo is black, but nevertheless the used typeface is always in gray (C: 44%, M: 32%, Y: 33%, K: 11%), because the contrast between the often used light blue and gray seems softer.

Headings are always supposed to be in the „Lanudo“-font.

Mock Ups

This project was created in November 2018.