When it comes to Lazy Oaf’s use of fonts there are 3 notable aspects to it: the use of fonts in their logos and slogan, the font they use on their website and the fonts they use on their products. These three aspects can contradict each other greatly but the way that they interact is very intentionally calculated by the brand and serves the purpose of balancing the aesthetics of the website.
Lazy Oaf share some of their design characteristics with their competitors. Lazy Oaf’s main competitors are: Urban Outfitters, The Ragged Priest, UNIF, Monki, Motel Rocks and Illustrated People. Lazy Oaf identify themselves and their products as carefree and humorous as well as weird, fashion-forward, colourful, inclusive and fun. They share these key features with several of their main competitors. The alternative and quirky tone of Lazy Oaf is often shown in their different and lighthearted graphics.
Many of Lazy Oaf’s products cater very well to alternative aesthetics, especially kinderwhore, pastel goth and nu goth. Kinderwhore and grunge aesthetics were very popular in the 90s (circling back to the nostalgia aspect of the brand) and have undergone a recent resurgence, as well as goth/punk fashion and their subcultures.
A key part of the Lazy Oaf brand is the role of nostalgia in the choice of collection themes. The founder of the company, Gemma Shiel, grew up in the 90s and this is where a lot of their nostalgia trips draw from. This nostalgia that is very present in their products and takes strong form in the typography of the Lazy Oaf designs.
Colour is everything when it comes to Lazy Oaf’s branding. Without this part of its identity, the tone of the brand could never be what it is intended.
When it comes to logos, Lazy Oaf created theirs very precisely. While there are multiple iterations of the logo (see pictures below), they all carry the same intended message- as well as mostly being accompanied by their signature eyes. In stark contrast to the nature of their products, the logo contains no colour and is very uniform and clear. The most the logo strays from its uniformity is when it is presented in circular form, making it seem a little softer than when simply lined.
