“Fum” is a fashion magazine available in print and online. A significant part of the magazine is organizing fashion events. The full identity includes: logo, business stationery, promotional items and a website. The logo was inspired by the work of tailors who are directly connected with the fashion industry. The mark used in the logo was inspired by the dashed line element in tailored garments design. The dotted line also represents the events opening, which is an integral part of “FUM”. The entire identification was based on the logo mark which occurs at the same angle on each of the materials. The line element is also used in the website.