Avene is a French company that produces therapeutic cosmetics based on thermal water. It was born in 1975 when the pharmaceutical group Pierre Fabre bought the spa with a healing spring and developed unique skincare formulas.
Meaning and History
The Avene logo is consistent: it has never changed since it was introduced to the general public. And there is nothing super-original in it. It is a simple phrase, “Eau Thermale Avène,” without additional graphic signs. It is divided into two lines: the first two words are at the top, the third at the bottom.
The designers tried to convey the French charm of cosmetics while maintaining the classic proportions of the font. The lettering looks elegant, thanks to the combination of thin and wide lines. Serifs taper smoothly at the ends. The phrase “Eau Thermale” is depicted in capital print symbols. This differs from the word “Avène,” where all letters except “A” are lowercase.
The official color of the emblem is light pink. But other monochrome options are also used, mainly with a traditional black and white palette.
The cosmetics brand founder opted for a text logo to immediately give customers an idea of his products and not mislead them or lead them into speculation. And to still add flavor to the information and advertising logo, he decided to focus on color. The nude shade of pink is perfect for skin care products: it conveys a feeling of softness, care, warmth, and elegance. The text is arranged in two lines: At the top, it says “EAU THERMALE” in capital letters, and at the bottom in French, “Avene” with an accent “e.” The background is pure white to make it stand out in pastel pink.
Font and Colors of the Emblem
The developers chose a simple serif typeface for the logo. They are neat and small; therefore, they look harmonious, do not form a sharp transition from a narrow part to a wide one. Legs “R” and “M” are connected, just like “A” and “L.”
The color palette of the logo is unique – it inspires confidence and emphasizes care. To achieve this effect, the designers settled on a powdered pink – delicate, like the color of the plumage of a graceful flamingo.