Together with the design studio EchoEcho we have developed a new visual identity to lend clearer expression to this approach. It is not only a careful redesign that pays homage to our roots, but also a courageous progression and rethinking of the status quo since we eagerly embrace the future.
laif comes from the world of quality photojournalism. The visual codes of the design are thus derived from the language of newspapers and magazines: in allusion to headlines, the vibrant and energetic red has become our printer’s ink and appears only as a font colour.
The light grey background mimics newspaper. The straightforward typography forms the grid and the structure for the images – while the main focus is on the photos. For this has been our endeavour for 40 years: giving outstanding photographers a platform.
Tobias Handorf, one the two managers of the Cologne design studio EchoEcho, describes the process as follows: