Logo fire lost heat. Now Bernard Arnault (73 years old), after the wrong steps of Elon Musk, occupies the first place of world wealth with the empire of luxury brands LVMH. The logo, which is the symbol of the brand that revives the catalog and increases the prices, seems to be in a boredom.
Gift giving season is a hangover. Remember the drunkenness of opening presents one after another? Have you ever been surprised by the impatient glances of the person who handed you the package while opening the package and tearing the paper? In the coming weeks—until Easter and the spring sun move us again—we are grimly swept away by the abundance of gifts we will face. to the basic diet of extremes.
Even if you threw away all the wrapping paper, you probably will too, like me. Diogenes Syndrome is just beginning and you are one of those who keep luxury brand bags like a little treasure.. It’s not for going to the Mercadona, that’s what recyclable plastic ones are for, but I don’t know… to prolong the sense of luxury. And there they are all together, big and small bags, Loewe’s and Vuitton’s, Chanel’s and Tiffany… Hermès’s are different.
And it’s a simple gesture, don’t save, IEven collecting Hermès bags and boxes says a lot. Because it was Hermès that occupied the pinnacle of global exclusivity and luxury, he was the first to stop raising his logo when he realized that he would reposition his brand for a single color, orange and excellent quality bag and parcel service, several rows ahead of the others. It arouses desire among old customers and among new generations.
At Wallapop, empty Hermès cans, light orange, sell for between 6 and 40 euros. Incredible! Hermès is so stylish that it maintains a parallel market with its small but of course packaging. How would Vuitton or Chanel like that…
How much of this is due to color as a brand identifier? Most.
The history of Hermès’ identification with the color orange began during the Nazi occupation, when the French firm had to choose this color. because due to lack of materials, I could only find orange boxes and bags. And what was a coincidence is being imitated all over the world today, albeit with great difficulty.
In Spain, the Marqués de Murrieta winery, cleverly managed by Vicente Cebrián, uses orange in its boxes and special editions and is the first company in the wine industry to associate color and brand. Very smart. He also does his albariño with yellow for the perfect Pazo de Barrantes. If you give someone a box of Pazo de Barrantes and an Acqua de Parma cologne, they will surely succeed. There will be others to follow soon.
Tiffany blue – also owned by the LVMH luxury conglomerate – note reader – is registered as a trademark., its use is protected and the Pantone Institute has given it the 1837 Blue reference. To achieve this, the brand’s managers will have taken advantage of history because in an 1845 catalog color was associated with their jewellery. In 2021, the limited edition Patek Phillipe 5711/1A-018 Nautilus watch with Tiffany blue dial broke sales and desire records. Only 170 were made. Probably Bernard Arnault will have saved at least one.
new brand game host Tom Brady (45 years old) Commissioned the Pantone Institute for its own blue for the Brady brand, a blue that is not the same as that of the New England Patriots, but that causes consumer self-identification. And so the Brady blue with reference 112-22 was born. Paying $20 for a pair of Brady socks can get you down, so it’s not all about big budgets.
Supreme looks great with its red mass and white letters. The ID is such that they allow them to collaborate with Vuitton or Oreo cookies, skateboard, punching bags with Everlast or pinball by increasing desire. Connection is none other than the Supreme red.
The trend is not new, it is cyclical, logos will return. Starbucks changed the brown color of its logo to the current green in 1987. American Express is light green but of course everyone wants the platinum card and the captain in black. To prevent your opponent from being identified so clearly Many years ago Mastercard bet on a combination of two colors, red and ocher.to get an orange in the middle, something like being in the middle of two colors in the middle of the business transaction your Mastercard business is in.
More recently, Italian Bottega Venetta, owned by LVMH rival Kering since 2001, is allegedly owned by Gucci owner Pinault. The rescue green they call bottega green. Already in the 90’s they used it as an identifier for their store in some storefronts, and now they are strongly redeeming it by following the trend. A video is circulating on Instagram of a Spanish woman jumping for joy as several giant Vuitton bags are found in a Milan trash bin… “This only happens in Milan, this only happens in Milan…” and she picks up the bags like a treasure finder . The treasure of the bags is the yellow Vuitton.
Color identification is very effective, It allows you to get rid of the graphic limitations of the logo, but also restricts you. The talented Pierpaolo Piccioli (55 years old) head of Valentino sat at the table in Paris with his 2022 fall fashion show. She styles everything, absolutely everything, in pink, including front row celebrity guests, against the classic Valentino red of the brand’s founder. Judging by the noise in the nets, it turned out well, but I don’t think Valentino will give up on the red he’s loved for so many years.
The Pantone Institute, which endorses colors but insists they are generally not traded, explains this trend for fewer logos and more colours. Everyone wants to imitate Hermès. It’s cheaper It causes brand identification in the consumer as well as behavioral changes and offers many more options to include in all supports in this highly digital life. It’s obvious… but is it that simple? Are there any free colors left to follow this strategy? Does it work as well for an established brand as it does for a new one? It is clear that the first giver gives twice and the Hermès phenomenon has many other features, such as craftsmanship, family business, which we associate with orange, it is not just a matter of color.
Are we on the cusp of logolessness and will we soon be returning to the logo as the maximum expression of the brand? It’s very possible. The fashion industry is particularly adept at leaving conquered territories and quickly transporting the consumer to another place where they are not paying attention. This is how consumption needs are created. Apart from Hermès, Hermès will not give up its orange color and of course Tiffany will not give up its blue color.
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