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Everyone loves luxury brands and their luxury logos, even people who cannot really afford them. This is because most luxury brands are selling not just a product, but a dream. Whether you are dreaming of a more comfortable life or of a car that makes heads turn, these logos all are successful at capturing the hearts of the public.


Chanel Logo Design
Chanel is the first name that comes to many minds when luxury comes up in conversation. Part of this association is due to the brand’s carefully crafted image. The interlocking C’s originally belonged to the tony Chateau de Cremat, which gave the founder permission to use and trademark the image when the first Chanel store opened. The C’s are linked in a way that is reminiscent of jewelry chains, while the round shape and interlocking pattern hint at inclusiveness. The message that this is luxury merchandise we all can wish for has kept this fashion house a leader for decades.


Mercedes-Benz Logo Design
The three pointed star of Mercedes-Benz has been with the company for exactly one century, since it was introduced in 1909 to symbolize the company’s domination of land, air, and water, as the motors were used in vehicles of all sorts. The circle was added later, giving the dominant image a touch of friendliness. This combination of exclusivity and accessibility is used successfully in many luxury auto logo design.


Dom Perignon Logo Design
This champagne is the go-to drink of the wealthy, envied by those who cannot or will not spend one hundred dollars or more on one bottle of bubbly. The drink logo is simple, with a shield-shaped image that represents tradition in a gold color reminiscent of wealth. The name is written in a cursive script that is slightly rounded to soften the impact. The name appears handwritten, giving a personal artisan touch to the product.


Swarovski Logo Design
This company is known for its many crystal products, all beautiful, clear, and striking in their perfection. While the company’s original logo was the edelweiss flower of the founder’s homeland, the company later chose the graceful, upscale image of the swan as a central image. The swan’s pixilation toward the tail end refers to a crystal’s refraction of light. The blue color is reminiscent of another clear, crystalline substance—water and deserves to be in the top 10 jewelry logos.


Fendi Logo Design
While many of the other luxury logos focus on a combination of exclusivity and inclusiveness, the Fendi logo is all straightforward hard edges. The two F’s are nestled together in an intimate way, but they form a hard edged rectangle that implies tradition and honesty. Because this image is very different yet appropriate for the company, it is highly memorable and recognized throughout the fashion logo world.


Louis Vuitton Logo Design
This company is the oldest fashion house still in business, with one of the world’s most recognizable logo designs. The L and V of the name are layered over each other to give a distinctive shape. The writing in the image is heavy with serifs to give a substantial feeling, while the full company name written below is in thin, unassuming lettering. The contradiction of substance and humility is attractive in a brand and may be part of the reason for the company’s longevity.


Givenchy Logo Design
Again the square shape is used to give a straightforward image, which is unusual as luxury brands are not exactly low-frill products. The G is arranged to look like a spiral, which in this arrangement makes the square appear to be moving and swirling. This feeling of movement makes the brand appear to be constantly changing, a positive image. The brand name is written in thin, plain lettering that doesn’t detract from a rather complicated and certainly meaningful image.


Van Cleef & Arpels Logo Design
This French brand is known for high quality goods of all types, especially jewelry, watches, and perfumes. A diamond is the main shape, which refers to the luxury status of the brand while being appropriate for a brand known for their strikingly beautiful jewelry. The initials are prominently displayed within the diamond, along with a pole such as those traditionally used to mark French shops. This logo is unique because it has been in continuous use for almost a century, so it retains many references to and symbols of the past.


Hermes Logo Design
This well known luxury brand began as a luxury leather goods shop—hence the Duc saddle seen on the horse in the image, as well as the noble cart shown hitched to the horse. The writing is extremely square, avoiding rounded shapes wherever possible for a very serious, straightforward image that is appropriate for a leather goods shop. While this image is more descriptive of the brand’s past than their present, luxury brands often focus on their history as a selling point. In this case, Fendi is no exception.


Christian Louboutin Logo Design
Again a designer logo gives us a marriage of opposites, a newsy, serious font that belongs in newspapers along with a flamboyant handwritten one. The L of the last name is curved so it also forms the C of the first name in a witty, artistic touch. The wave-like shape below the last name gives a feeling of movement and innovation that keeps women coming back for the latest style of this iconic brand of shoes.
As you can see, many luxury logos use contradictions not as a negative aspect but as a branding point. Another commonality (with notable exceptions) is the use of a simple, sophisticated black and white color palette. One thing that all companies can learn from luxury logos is how to sell emotion as well as a product. There is always a new product on the market, but if people have an emotional attachment to your brand, they will reject any competition and keep coming back to you. These brands use professional logo design to sell a dream, which is a strategy that all business brands can use for maximum success.
Mash Bonigala

Mash B. is the Founder & Creative Director of Logo Design Works. Since 1998, Mash has helped thousands of businesses express their brand messages through creative and award winning logo designs.