Old Nift Assignment

2. LOUIS VUITTON

3. Introducti
on
Louis Vuitton began manufacturing trunks in Paris in 1854, and the company he started
went on to
become one of the world's most famous makers of luxury goods, known especially
for its designer luggage pattern: a beige-on-chestnut monogram.
Today, LOUIS VUITTON is one of the 60 companies that comprise the Louis Vuitton Moet
Hennessey conglomerate (LVMH).
A few examples of the other luxury brands that LVMH houses are:
Fendi, Marc Jacobs, Kenzo, Tag Huer, Dior Watches, Belvedere (vodka).

4. Their iconic logo embodied by the monogram canvas has come to connote
uncompromising quality and legendary traditional craftsmanship.
Today the brand has diversified to include ready-to-wear, shoes, watches,
jewellery, textiles wrtiting instruments, accessories and sunglasses in addition to
leather goods.

5. Personality
fashionable
sophisticated
glamorous
expensive
luxurious
perfect
stylish
Desirable
subtle

6. Corporate Identity Design Process
Positioning
Louis Vuitton is a luxury brand that caters to a niche hi-end market of clientele.
It holds its market position due to the rich heritage that it has.
But quite ironically it is the worlds most copied brand, with only 1% of the
merchandise around
the world
Strategy
Louis Vuitton products are sold only through Louis Vuitton boutiques found in
upmarket locations in wealthy cities or in concessions in other luxury goods shops
(such as Harrods in London). This practice contrasts greatly with less exclusive
brands which can be bought in shopping malls around the world.
Primary Competitors:
Versace, Gucci, Chanel, Prada

7. Corporate Identity Design Process | Identity Design
Primary Identity

8. Corporate Identity Design Process | Identity Design
Primary Identity
Brand Name:
Technical The well balanced and well spaced
brand name written in a simple font
Text: The company name (Name of the founder)
supports the company’s profile and its
Font: Modified Century Gothic core values. Even the choice of the
Font Type: Sans Serif colour Black simply supports their
Curnings: 75 point classic appeal.
Colour: Black

9. Corporate Identity Design Process | Identity Design
Primary Identity
Mnemonic:
Technical Contrary to the sans serif font used in
the brand name, the mnemonic makes use
Text: L, V (Initials of the brand name)
of a serif font. The letters are placed in
Font:
a interesting overlapping form using
Font Type: Serif again the timeless colour Black.
Colour: Black Of the total grid space, 61% of it is
occupied by the positive form of the
mnemonic.

10. Corporate Identity Design Process | Identity Design
Tertiary Identity
Monograms:
Technical The well balanced and well spaced
brand name written in a simple font
Text: The company name (Name of the founder)
supports the company’s profile and its
Font: Modified Century Gothic core values. Even the choice of the
Font Type: Sans Serif colour Black simply supports their
Curnings: 75 point classic appeal.
Colour: Black

11. UBERGL
AM
MONOGR
AM

12. Product Collaterals | sticker
Space division:
Mnemonic 25%
Paper Base 75%
Dimensions:
Diameter- 4cm
Material:
Matt base
Glossy printing on
sticker paper
Colours:
Mnemonic Base
C 66% C 53%
M 67% M 61 %
Y 71% Y 73%
K 81% K 46%
Pantone 419C Pantone 7519C

13. Product Collaterals | shopping bag
Space Division
Brand Name 10%
Base 90%
Materials
Fabric Textured Paper
Glossy Embossed Brand
Name print
Colours
Base Brand Name
C 53% C 66%
M 61 % M 67%
Y 73% Y 71%
K 46% K 81%
Pantone 7519C Pantone 419C

14. Stationery | envelope
Space division:
Mnemonic 2%
Paper Base 98%
Dimensions:
22cm x 11cm
Material:
Ribbed Textured fron
Paper t
Yellow hued
Mnemonic colour:
C 45
M 53
Y 76
K 26
Pantone 874 C

15. back
The flap at the back
carries the address of
the store.

16. Stationery | other
Gift Wrapping paper Tickets

17. Store | location, layout
Merchandise
available:
Timepieces,
Footwear,
Wallets, Bags,
Accessories
at:
Taj Mahal Palace &
Towers
Apollo Bunder
400 001 Mumbai

18. Store | facade
Window
(Roadside)
Store front
(TAJ)

19. Store | colours, lighting, fixtures
Lighting: yellow.
Tiling: beige colour
They had wooden shadowboxes dedicated to
every bag and timepiece.
Everything was behind the glasses except for
shoes, scarves and stoles.
The wallets were displayed under a glass-top
counter and the shoes were shelved on a
gondola.
Window Displays:
1.Open back facing the main road
2.Closed back to the left of the entrance
forming the façade of the store inside Taj
Mahal Palace & Towers.

20. Communication I process
1.All the LV graphics are very story telling in nature, standardized globally to be
used for the international buyer.
2.They do not localize its communication for the local market.
3.When you think of the name Louis Vuitton, what comes to your mind is a fairly racy
ad with a supermodel hanging her tiny frame over some marvelous piece of luggage.
4.As part of the communication process their collaterals are delivered directly to
the consumers without any interference of the stores.

21. Communication I electronic

22. Communication | website
The format of the website is in complete sync with the visual language of the
brand. They place text and graphics inside a white box of the ratio 7:5. The graphic
covers up almost 80% of the white box similar to the print ads. After looking into
every section we see that they have used a very graphic story-telling
communication pattern using Century Gothic font.
Screenshot of the home page of
www.louisvuitton.com

24. Communication | print ads
Print Ads have a typical format of a
white page with a story-telling graphic
covering up almost 80% of the frame.
The brand name is written on the
bottom right corner of the page.
The addresses of the stores in the
country are written to the left bottom
of the page.
Vertical format

25. Communication | print ads
Horizontal
format

26. Communication | thank you card
The card a goodwill
gesture, reaffirming your
choice in them.
It builds on brand loyalty.
It features their pioneer
product, the trunks.
Picture covers 80% of the frame
Matte Finish Photo Paper

27. Communication | thank you card

28. Communication | electronic ads
The company commonly uses print ads in
magazines and billboards in
cosmopolitan cities.
It relies on selected press for its
advertising campaigns . This is an ad
campaign called “Journey” involving
prestigious stars like Steffi Graf, Andre
Agassi, Gisele Bündchen and Catherine
Deneuve shot by Annie Leibovitz.
Antoine Arnault, director of the
communication department, has recently
enter ed the world of television and
cinema: The commercial (90 seconds) is
exploring the theme "Where will life
take you?" and is translated into 13
different languages.
This is the first Vuitton commercial ad
ever and was directed by renowned
French director Bruno Aveillan.

29. Louis Vuitton in colour
Fashion designer Marc Jacobs transformed the 152 year old Louis Vuitton logo
into an iconic symbol of wealth and celebrity by inviting artists to add their own
vision to the brand; wildly successful collaborations included New York artist
Stephen Sprouse’s graffitied logo and Japanese artist Takashi Murakami’s cherry
blossom design.
Since these most notable collisions of art and commerce, the Louis Vuitton logo
has never looked back, constantly reinventing itself with the fashion cycles.

30. Bibliography
- www.louisvuitton.com
- www.businessweek.com
- www.thehindubusinessline.com

31. Bandana Matharu | Disha Kaushal | Moby Pahwa | Simran
Sahi