Lili Autumn's new logo is carefully made up of the photographer's initials. The letters are positioned offset from each other to create a more interesting shape, utilising negative space to create balance. With the Apex of the A being aligned with the foot of the L, and the stem of the L being slanted at the opposite angle to the A stem, the two letters form a partial but yet recognisable uppercase A.
By using a modern serif font, similar to popular fashion publications such as Vogue, Elle, or Bazaar, the logo has strong visual connections to fashion, style, and the related industries. Although fashion magazines seem to favour a more thick and thin style of typeface, the apex and feet of the logo mark have been made thicker so that it will stand out more when placed over the top of a photograph, as Lili may intend.