For the world’s premier luxury conglomerate, Production Type develops a typeface family in the shape of a “future classic”. Reflecting the finesse and elegance representative of LVMH and its Houses, the LVMH Air typeface conveys a feeling of crisp, timeless classiness.
LVMH (Moet Hennessy - Louis Vuitton) is a French multinational luxury goods conglomerate. The family-owned group strives to ensure the long-term development of each of its “Houses” – brands and sub-brands – in keeping with their individual identity, heritage, and expertise. These one-of-a-kind labels create products with a unique savoir-faire – a carefully preserved legacy and, at the same time, a dynamic engagement with modernity. This makes LVMH’s Houses ambassadors of a distinctive and refined art de vivre.
At a turning point in its, as yet, discreet presence, LVMH was looking for a typographic voice that would feel at home equally well on stationery, on-site communication, and in logos and wordmarks. A formidable challenge. The solution Production Type came up with circles around the idea of a “future classic” able to serve the wide range of applications the group needs covered: A contemporary digital version of classic French Baroque typefaces, synthesizing the work of masters such as Jean Jannon or Robert Granjon.
The result is a lean serif face reflecting the finesse and elegance representative of LVMH and its Houses. The type family is comprised of four weights – extralight, light, regular and bold – each with a distinct italic, and each showing comparatively high stroke contrast. Together with the airy spacing and the sharp design details, it gives the typeface a feel of crisp, timeless classiness. A rich set of particular ligatures for the italic styles can elevate this even further, lending a charming flow to the text that is almost reminiscent of quaint penmanship. Used in small sizes and high-quality reproduction, the LVMH Air typeface family stands for preciseness and rigor. In large sizes, on the other hand, it can exude all the elegance and style you expect from a luxury brand extraordinaire.
At a turning point in its, as yet, discreet presence, LVMH was looking for a typographic voice that would feel at home equally well on stationery, on-site communication, and in logos and wordmarks. A formidable challenge. The solution Production Type came up with circles around the idea of a “future classic” able to serve the wide range of applications the group needs covered: A contemporary digital version of classic French Baroque typefaces, synthesizing the work of masters such as Jean Jannon or Robert Granjon.
The result is a lean serif face reflecting the finesse and elegance representative of LVMH and its Houses. The type family is comprised of four weights – extralight, light, regular and bold – each with a distinct italic, and each showing comparatively high stroke contrast. Together with the airy spacing and the sharp design details, it gives the typeface a feel of crisp, timeless classiness. A rich set of particular ligatures for the italic styles can elevate this even further, lending a charming flow to the text that is almost reminiscent of quaint penmanship. Used in small sizes and high-quality reproduction, the LVMH Air typeface family stands for preciseness and rigor. In large sizes, on the other hand, it can exude all the elegance and style you expect from a luxury brand extraordinaire.
Read more on Production Type website.
