Luxury logo design is an essential element of a successful launch into the luxury space. When done right, the logo should epitomize the brand. It should encompass the entire value, behavior, personality, and quality of the brand.
A brand is more than a logo. It is the embodiment of everything about a business. This includes all the values and behaviors of a company and its employees. It is either added to, or detracted from by every experience your customer has with your business.
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. This includes selecting the right colors and creating a unique and exclusive look. While ensuring that the logo is nothing short of perfection.
Less is always more
Progressive consumer goods or tech brands may be more playful with their logos. They often including a text description of the company within the logo. They may incorporate a whimsical drawing to represent the company or service. But for a luxury brand, these approaches are counter-productive.
Minimalism represents confidence in the world of luxury brand logo design. Luxury requires a refined approach where less is more. Luxury lives in the smallest of details.
A premium brand does not need an extravagant introduction. It works under the presumption that those in the know need no introduction. A luxury logo design should be contemporary but should steer clear of trying to be trendy.
“Fashion changes, but style endures.” – Coco Chanel
Luxury logo design has a very intentional approach to typography. It always incorporates exceptional type-setting in elegant or refined fonts. The font selected may be minimalist but spaced with room to breathe and clear legibility.
Some luxury brands prefer a classical script alluding to their heritage and longevity. Others may choose a serif font used in a minimalist and fresh way. Either way, the font may be embellished to fit the brand’s style.
Monograms, Emblems and Icons
Adapting the logo is a powerful way for a luxury brand to tag its products or service and ensure visibility. An icon adapted from a brand’s name is like a mini version of the primary logo. It works as a small accent. This enables anybody in the know to recognize the luxury product at a glance. This works well when employed in a very small space.
Monograms are the simplest to design. Emblems and Icons need to relate back to the brand. They should be understandable at first glance. However, it can be layer with meaning as long as it ties back to the brand story.
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. Tiffany Blue, Hermes Orange and Ferrari Red are examples.
Luxury brand logo design is often black, white and/or grey. Those colors never clash. They also do not detract from the product or service it represents. Remember, timeless style never goes out of fashion.
Luxury brands are often steeped in history. However, they still need to evolve to remain up-to-date. Recent trends have seen minimalizing logos. The scaling of luxury logo design across the board ensure they work well on smaller devices. For a luxury brand, digital usage must not be allowed to cheapen the brand.
Luxury has shifted from opulent to minimalistic. Luxury logo designs reflect the perfect expression of simple, straight forward and elegant. Ensuring that the logo for a luxury brand is nothing less than luxurious is essential.
When re-designing your luxury logo, remember that updates are much better than overhauls. Keep elements of your current logo so you don’t lose your brand history. Unless your brand has so much negative baggage it’s time for a re-start.
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