Jetlag Books

Positioned as a world tour of inspiration, Jetlag Books is a bookstore in Beijing Sanlitun core commercial district that focuses on lifestyle, travel, art and design. Jetlag is a combination of words that are not visually ‘neat’, with the J, t, l and g extending different negative spaces longitudinally up and down. L3 Branding took advantage of this feature to fully stretch these letters to divide different sections neatly, symbolising different time zones, and arrange the circles of e, a, and g into a rising curve, symbolising the height of the sun in different time zones.