LDNA creates lifestyle products for those who want to visually celebrate their London identity and connection to the city with the rest of the world. With strong aesthetic and creative interests, it was important for us to be able to illustrate this concept through visual design.
The brand name LDNA is short for Londoner or London DNA. LDNA itself becomes an open-ended concept which we interpret as being from London, a Londoner or embodying a London state of mind. The idea came naturally that the LDNA logo should contain four elements to represent North, East, South and West London, and those areas are represented by the letter ‘L’ on different rotation points.
Our logo design is simple and abstract, reflecting the openness of the city. We invite you to interpret LDNA designs in a way that resonates with your lived experience of London and for you to feel empowered and proud to show this through using our products.
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