Thursday, 20 March 2014


I wanted to look into luxury logos before designing anything for the MONO brand. I wanted to understand how logos are 'put together' representing key elements of the brands values and ethics, or personality/aesthetic. By unpicking logos I am hoping this will influence and inspire my design work and branding.

The interlocking C's of the Chanel logo are one of the most recognised globally. Originally this idea belonged to the Tony Chateau de Cremat, whom the founder gave permission for Chanel to trademark as their logo. The links show the interlocking pieces of jewellery, and hints at the idea of inclusiveness within the brand. 

Christian Louboutin features a mixture of formal and playful typefaces, echoing the mantra of the brand. The 'L' curves round to form a 'C' also, whilst adding fluidity and movement to the design.

Both the Fendi and Givenchy logos feature the initial letter to make a recognisable icon which can be stamped onto products and branding. Both feature sans serif typefaces, and reflect trust and exclusivity through the logo. The two 'F's' placed closely together echos a tight knit and secure brand, whilst the more free floating 'G's' on the Givenchy logo add the feeling of constant change, movement and progression.

Another instantly recognisable logo, which uses Futura ST Book for for the typeface of 'Louis Vuitton'. The serif LV has become synonymous instantly with the brand around the world, and has become more available to mass market in recent years. The sans serif and serif typefaces show both formality and informality within the design and personality of the brand, whilst echoing heritage of the brand and products.

A graceful and elegant logo design for Swarovski, which is again now recognisable all over the world. The colour scheme reflects a crystal type substance, water, whilst allowing the swan to remain in context. The swan's pixilation towards the end of the tail represents a crystal's refraction of light. The logo is trust worthy and feels established.

The logo for Chloe is very feminine and youthful approach to serif type. The cut-off edges on the stems show a feminine edge with a playful undertone. 

A heritage brand, which uses a postal shape stamp to frame their logo. A serif font has been used to make the type really stand out amongst the frame.

The Gucci logo has always remained strong visually, and recognisable to a vast audience from the back to back 'G' emblem which is similar to that of Chanel's. Adds a sense of inclusivity and luxury, whilst the serif G's add a less formal and accessible tone of voice.

Hermes is the most luxurious and expensive fashion line currently on the market. It is seen as prestigious, and if you own Hermes you have a lot of money. A heritage brand which boasts a horse and cart showing traditional methods and approaches to design and construction, whilst adding a sense of British context. The block type font used is instantly recognisable and echoes power, wealth and exclusivity.

A playful take on aristocracy is used throughout Juicy Couture's branding, and often features pink, brown, gold and black within their colour scheme. The two dogs holding the flag in the centre of the logo with a hovering crown emphasises a luxury brand, with a sense of fun - 'made in the glamorous usa'. I have always been a fan of the brand and the logo. The femininity and concept behind the brand is shown through each piece of branding material in an aesthetic pleasing and visually appealing manner. 

The Pandora logo shows a ring reflected through the 'O', featuring a crown on top - this has been used several times through this post to show royalty, diamonds, high-end and high-quality products.

The Prada logo features an unusual serif typeface with sans serif detail balancing out the formality and accessibility of the brand upon first sight. The Italian heritage is shown through the crest, typefaces and the rope detailing as seen on their textiles and printed materials.