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Frederik Laux Photography by LSDK

Opinion by Richard Baird Posted 4 November 2013

Stationery designed by LSDK for Frederik Laux Photography

Frederik Laux is an award winning German portrait, fashion, lifestyle and editorial photographer with a client list that includes Alliance and Mercedes-benz. His new visual identity, developed by Stuttgart based design agency LSDK, takes a competently spaced but generic condensed, sans-serif logotype and executes it as a redacted three-line mark  die cut by hand across a print solution that mixes the cool and dark greys of uncoated unbleached boards, a pastel green paper, bright fluorescent stickers that cut diagonally through the stationery, the quality and authoritative weight of a letterpress business card with hand painted edges and the unusual detail of a portfolio case with a strap made from bike inner tubes.

Although I am not sure I completely understand the redacted qualities of the logo-mark – perhaps it alludes to the idea that images have a communicative value that far exceeds those of words, rendering them void – the result is an interesting contrast of urban utility, contemporary energy and the subtle craft cues and individuality introduced through the production methods of the stationery.

Stationery designed by LSDK for Frederik Laux Photography Letterhead with hand die cut detail designed by LSDK for Frederik Laux Photography Letterhead with hand die cut detail designed by LSDK for Frederik Laux Photography Business cards with hand painted edge detail designed by LSDK for Frederik Laux Photography Uncoated, unbleached folder with hand die cut detail designed by LSDK for Frederik Laux Photography Uncoated, unbleached folder with die cut and fluorescent sticker detail designed by LSDK for Frederik Laux Photography Uncoated, unbleached folder with fluorescent sticker detail designed by LSDK for Frederik Laux Photography Photography folder with fluorescent sticker detail designed by LSDK for Frederik Laux Photography Notebook with fluorescent sticker detail and bike inner tube strap designed by LSDK for Frederik Laux Photography Notebook with fluorescent sticker detail designed by LSDK for Frederik Laux Photography Book designed by LSDK for Frederik Laux Photography Book designed by LSDK for Frederik Laux Photography Book designed by LSDK for Frederik Laux Photography Book designed by LSDK for Frederik Laux Photography Website designed by LSDK for Frederik Laux Photography Website designed by LSDK for Frederik Laux Photography