CLIENT : L’ORÉAL

BRAND IDENTITY
GRAPHIC DESIGN

Create the beauty that moves the world. A newly crafted purpose, yet one that rings true for the 110 years L’Oréal has been championing beauty. With a portfolio of iconic brands, one of the world’s most powerful R&D and a presence across the globe, L’Oréal is the most diversified, transformative and diverse beauty company.

A vision of modern beauty transpired from the 30 interviews we conducted, always more inclusive and diverse. We found the symbol of this inclusivity in the L’Oréal archives. The circle, the “O” from L’Oréal and the shape of the very first ad for the product that gave the company its name: L’Or de L’Oréal, released in 1908. The strong personality was reflected in the primary colours. Bespoke fonts were developed to capture the L’Oréal voices. On top of the traditional serif and sans serif typographic expressions, we created a distinctive script font based on the founder Eugène Schueller’s own handwriting. A more contemporary look was strengthened through more authenticity in the imagery.

Loris Gendreau

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