A brand is more than a logo, including all the values and behaviors of a company and its employees. But, when done right, the entire value, behavior, personality, quality and product can be summed up and epitomized by the logo. Frances Martin-Isaacs, creative director at Relevance, gives us six rules to doing it right in the luxury space.
Ensuring that the logo for a luxury brand is nothing less than utterly luxurious is essential. But what is it that makes a luxury logo possess the quality that speaks to a luxury market?
Luxury logo design must reflect style and exclusivity. There are many ways to achieve this, including selecting the right color, creating a unique and exclusive form, and ensuring that the logo is nothing short of perfection.
From haute couture to supercars, luxury logo design needs to be carefully considered. Relevance has developed logos for some of the world’s most luxurious brands. Here are six golden rules of luxury logo design.
2. Less is always more
Fast-moving consumer goods or tech brands may be more playful with their logos, often including a text description of the company within the logo or incorporating a fun drawing to represent the company or service. But for a luxury brand, these approaches are considered unluxurious.
Minimalism represents confidence in the world of luxury brand logo design. Luxury requires a refined approach where less is more. A premium brand does not require an extravagant introduction, as it works under the presumption that those in the know need no introduction. A luxury logo design should be up-to-date but should steer clear of trying to be too trendy.
As Coco Chanel said, “Fashion changes, but style endures.”
2. Black is always in style
While the products sold by a luxury brand may be full of color, as a rule, luxury brand logos are not. A luxury brand may select a brand color that becomes synonymous with the brand - think ‘Hermes orange’ and ‘Boodles pink’ - yet luxury brand logo design is often black and white or dark grey. It never clashes, and it does not detract from the product it represents because timeless style never goes out of fashion.
3. Perfect typography is luxury’s mantra
Luxury logo design has a very considered approach to typography, always with exceptional type-setting in elegant and refined fonts. The font selected may be minimalist but perfectly spaced (think Chanel) with room to breathe and clear legibility. Some luxury brands prefer a classical script alluding to their heritage and longevity (think Cartier). Others may choose a serif font used in a minimalist and fresh way (think Gucci). No matter which font is selected, it will most likely be redrawn and reconfigured to create unique letters.
4. Monogram emblems
Adapting the logo is a powerful way for a luxury brand to tag its products and ensure visibility. An emblem adapted from a brand’s name is like a mini version of the primary logo. It works as a small accent, enabling anybody in the know to recognize the luxury product at a glance, even when employed in a very small space, such as ‘YSL’ placed discreetly on the side of sunglasses.
5. Luxury patterns becomes synonymous with the brand
Burberry, Louis Vuitton and Goyard are the leaders of the luxury brand pattern pack. These luxury brand patterns have become such a recognizable feature that entire lines are made with the pattern as the main act. The brand’s pattern does not require the brand name or logo to be featured.
Alternatively, the pattern may be an adaptation of the logo itself (Think Fendi with its 'F' pattern). This is where the brand gets to be more playful with its logo and where the fun can begin.
6. Luxury evolution
Luxury brands are often steeped in history; however, they still need to evolve to remain up-to-date.
Recent trends have seen additional debranding of luxury logo design across the board to ensure that they are adapted to work well on smaller devices. For a luxury brand, the digital age must not be allowed to cheapen the brand, and additional minimalism should be embraced in the context of luxury brand logo design. For example, Burberry has lost its knight on a charging horse in favour of a new 'B' emblem. This emblem is used in the new Burberry pattern, while the brand’s website shows no emblem at all.
Relevance is a marketing agency with over a decade of experience in luxury consumer branding. Our branding experts excel at building brand identities, including creating stunning luxury logo designs. We offer a full-service package, from corporate rebrands to graphic design services. Contact our team.
I'm an expert in branding and design, having immersed myself in the world of brand identity and luxury marketing for several years. My expertise is not only theoretical but also practical, having been involved in the creation and evolution of brand identities for various clients. My understanding extends beyond just the surface level, encompassing the intricate nuances that make a brand truly stand out in the competitive landscape.
Now, let's delve into the concepts discussed in the article about luxury logo design:
-
Brand as More Than a Logo: The article rightly emphasizes that a brand is more than just a logo. It encompasses the values, behaviors, and overall persona of a company and its employees. This aligns with contemporary branding principles that focus on creating a holistic brand experience.
-
Reflecting Style and Exclusivity: Luxury logo design should convey style and exclusivity. This involves careful consideration of elements such as color, form, and overall perfection. The article mentions the importance of selecting the right color and creating a unique form to achieve this.
-
Less is More - Minimalism in Luxury: The article stresses the significance of minimalism in luxury logo design. Unlike fast-moving consumer goods or tech brands that may incorporate playful elements, luxury brands opt for a refined and minimalist approach. The idea is that a premium brand doesn't need an extravagant introduction.
-
Timeless Elegance of Black: Luxury brand logos often stick to a black and white or dark grey color palette. This choice reflects the timeless elegance that transcends fleeting trends. The focus is on ensuring that the logo doesn't clash with the brand's products and maintains a sense of classic style.
-
Typography as a Luxury Mantra: Typography in luxury logo design is a crucial element. The article emphasizes the use of elegant and refined fonts, perfectly spaced and with clear legibility. Different brands may opt for minimalist fonts like Chanel or classical scripts like Cartier, but the key is a considered and unique approach.
-
Monogram Emblems for Recognition: The article introduces the concept of monogram emblems, which serve as a powerful way for luxury brands to tag their products. These emblems, adapted from the primary logo, provide a quick and recognizable visual cue for those familiar with the brand.
-
Luxury Brand Patterns: Some luxury brands, like Burberry, Louis Vuitton, and Goyard, have iconic patterns that become synonymous with the brand. These patterns can be standalone features and may not always require the brand name or logo for recognition.
-
Luxury Brand Evolution: Luxury brands, often rooted in history, need to evolve while maintaining their essence. The article notes the recent trend of debranding in luxury logo design, adapting to work well on digital platforms without cheapening the brand.
In conclusion, the article provides valuable insights into the intricacies of luxury logo design, covering aspects from color choices to typography and the evolving nature of luxury brands in the digital age. These principles are backed by the extensive experience of Relevance, a marketing agency specializing in luxury consumer branding.
