A model's logo

Kate Moss has teamed up art director Peter Saville, to design a logo for her Topshop collection and perfume, launching later this year. The logo must of course reflect her style icon, hence she isn't taking any chances when it comes to her brand identity.

"Logically, Kate and Storm [Moss' modeling agency] realised there had to be some coherence between the Kate Moss logo and the Kate Moss brand," Saville quipped to WWD, who added he worked with typographer Paul Barnes to design the lettering for Moss' logo, based on a typeface created in the Fifties by the late Harper's Bazaar art director Alexey Brodovitch. "From Kate's point of view, it's her graphic identity - it's a very nice bit of lettering."

And, according to Saville, who is best known for the record sleeves he designed for Joy Division and New Order in the Seventies and Eighties, Moss has her finger on the graphic design pulse, too. "We presented Kate with a dozen possibilities, and [she] agreed immediately on the best one. She was able to spot it for herself."