Saint Laurent Logo

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Saint Laurent Logo
The current brand identity includes the simple Saint Laurent logo in Helvetica and the “YSL” monogram.

Meaning and history

Saint Laurent Logo


For much of its history, the fashion house was recognized by the logo designed in 1961 by the Ukranian-French commercial poster artist Adolphe Mouron Cassandre best known under the short name Cassandre.
The old logo consisted of the “YSL” monogram paired with the full name of the designer given in a combination of typefaces. Cassandre combined things that were not supposed to be combined – the glyphs from italicized and regular types, sans and serifs. By breaking the rules, he achieved an impressive result that stayed with the company for over 50 years.

YSL symbol

YSL symbol
The monogram features the interlacing letters “Y,” “S,” and “L” placed vertically.
In the 2000s, the brand’s creative director Stefano Pilati made the YSL symbol the central part of the brand identity and advertising campaigns. For instance, one of his campaigns featured supermodels like Claudia Schiffer alongside a huge logo.
While the brand’s primary logo is now different, the vertical “YSL” symbol is still used to represent the haute couture line.

Current emblem

Saint Laurent emblem
The current Saint Laurent logo was introduced in 2012 together with the name “Saint Laurent Paris.” The change was made by the new creative director, Hedi Slimane.
The primary logo features the words “Saint” and “Laurent” in a capitalized Helvetica font. What makes the lettering unique is the way the “N” and “T” merge together creating a single glyph. We should point out, though, that the simple logo did have a predecessor, the logo of the Yves Saint Laurent’s Rive Gauche line from 1966. It looked very much like the current one, although the number of the connected letters was larger.