The brand and visual identity of Louis Vuitton

Figure 4: Louis Vuitton brand board

Brand identity is a visual representation of what a brand is, which can include colours, designs and logos that differentiate it among consumers. The importance of identity and image is stated by Aaker who says that an image of the brand is what the target audience thinks of it (Crespo, J. 2017). Taking control of the public's perception enables the brand to create a distinct point of differentiation from its competitors.

To stand out to consumers, Louis Vuitton has developed a visual identity and communication strategies that reflect the luxury feel of the brand. This is a feeling of sophistication and elegance, but it remains to be bold. One of the most popular and easily recognisable fashion logos ever created (designed by Georges Vuitton) is the LV monogram, which is a key element of Vuitton's brand identity. This was inspired by using his father's initials. Nowadays the LV monogram is associated with power and money as its seemed to be the most famous symbol on the market (Maybach, V. 2022).

Another key strategy is the use of a colour palette within the brand. The company uses two types of colour palettes in its branding, a monochrome palette that looks good on objects, clothing, and advertisements regardless of surface or background. In contrast, the neutral colours, which are close to gold, are sophisticated and reflect the essence of the brand (Wordsmith, L. 2021). This soft muted tone of the logo blends perfectly with the deep colours of the leather. An example would be the brown leather bags with the lighter gold shade applied to the logo. Although traditionally, the company logo is black, the colour varies depending on its product line and branding strategies. During Marc Jacob’s time as creative director, he created a variation that features the monogram in pinks, blues, purples, and yellows. While the unconventional colours of Louis Vuitton's logo appealed to the younger generation, it remained traditional and classy at the same time (Hadzic, A. 2021).

Along with these logos, there is the use of 2 stylized flowers. One of these flowers is with four long, pointed petals, surrounded by a black rhombus and then the second one is a rounded flower in the centre of a solid circle. These flower motifs are known to be inspired by the old Japanese nobility, as Louis Vuitton was incredibly fascinated by the culture of Japan. The last strategy to make up Louis Vuitton’s brand identity is through the chosen typeface of ‘Futura medium’. It was designed by Paul Renner in 1927. It is a highly geometric typeface suggesting that it is used for the brand to represent its simplicity but is classic and to be remembered.

The brand's identity can also be expressed not only visually and through what the logo and colours represent but through the brand's shared values of the house. Creativity and innovation are key strains of the House’s DNA. As a part of the LVMH group, this is essential. They state that these values are the foundation of their ‘mansions’ because of this that they are able to maintain a delicate balance between respecting their heritage and continuously renewing our offer. (LVMH. 2014).