LFTF (Lead From The Front) is a UK-based independent clothing store focused on small-scale, in-person retail and community-driven fashion. The logo was designed as a custom logotype, using retro-inspired horizontal horizon lines to suggest movement, progress, and direction. The leading F is pushed forward within the mark, visually reinforcing the brand’s name and its emphasis on leadership and forward momentum. Clean structure and confident simplicity give the identity a modern sportswear sensibility, aligning it with contemporary fashion brands that prioritise clarity, impact, and recognisability across apparel and retail environments.