LVMH is a short name for Louis Vuitton Moët Hennessy Group, which is the world’s most famous distributor of luxury fashion, cosmetics, and beverage products. The company was established in 1987 in France and today it operates worldwide, with its name synonymous to High-Class Goods.

Meaning and history

LVMH Logo history

LVMH is definitely one of the most famous and respected distributing companies in the world’s luxury segment. It is the name, which people across the globe know to be connected with all the latest trends, fanciest occasions, and iconic brands. Whether it is a fashion or cosmetic label, it is also associated with top class, celebrities, and extreme elegance.

The LVMH visual identity has always been based on an elegant inscription, which doesn’t need any graphics to look classy and chic. The first version of the wordmark was complemented by a massive tagline, which was removed after the redesign of 2010.

1987 — 2010

LVMH Logo 1987

The very first version of the logo was introduced in 1987 and boasted a two-leveled inscription executed gray and dark green, and separated by a long gray horizontal line.

The upper level of the logo, in gray, comprised the “LVMH” lettering in a traditional yet sleek serif typeface, which is very similar to such fonts as Argus RR Light and Sydney Serial Light. As for the bottom line of the logo, consisting of “Moët Hennessy Louis Vuitton” inscription, it was written in a light and extended sans-serif typeface, close to Gill Sans and P22 Platten Neu fonts.

The gray and green combination of colors evokes a sense of calmness and authority, showing the company as an exclusive and exquisite one.

2010 — Today

LVMH logo

The redesign of 2010 simplified the LVMH logo to just one wordmark, which still can be complemented by a tagline, deciphering the abbreviation, but for only special occasions. The “LVMH” logotype from the 2010s boasts sleek old-style lettering with clean bold lines and sharp serifs, looking elegant and sophisticated.

Font and color

The company has been very consistent with its visual identity, so the switch of the typefaces after the redesign of 2010 was very delicate and not dramatic at all. The current wordmark in all capitals is executed in a classy and timeless serif typeface, which is mercy much alike to Dutch 801 Std Headline and Times New Roman OS Regular fonts. As for the tagline, when it is used by the brand, it is written in the same clean and light sans-serif as on the previous version.

The new color palette of the company’s visual identity is based on a combination of black and white, which is the most logical choice for any brand, working with different labels. This traditional and elegant palette represents the company at its best, pointing on high-class, professionalism, and value of style and beauty.