Loreal is a world leader in the production of a wide range of cosmetics. The company owns many popular brands engaged in the manufacture of perfumes, decorative, and care products for face, body, and hair. The company’s office is located in the old part of France – in Clichy-la-Garenne of the Ile-de-France region, and the brand was created in 1909. The founder of the company is Eugene Schuller, whose granddaughter now owns a controlling stake.
Meaning and History
The career take-off of the company began with the discovery of the young chemist Eugene Schuller. He suggested that Parisian hairdressers dye their hair with a means of their scientific development—a unique dye called Aureale. Thus, from the very first steps, the company moved in an innovative direction.
The L’Oreal logo is not an image or symbol, but merely a verbal sign. That is why its appearance and writing method are extremely important for maintaining the visual identification of a trademark. All letters in the company name are in upper case, but are given in two versions: in one case it is larger than “L,” in the other – “O.” There is an option made in small characters. Thus, by varying their size, designers were able to stay within the framework of grammatical rules and emphasize the brand’s individuality.
In 1973, the cosmetic brand had a slogan reflected in some versions of the company logo. The phrase “Because I’m worth it” was suggested by 23-year-old editor Ilon Specht from McCann Erickson. She significantly increased the popularity of the company and attracted a large number of customers.
1909 – 1962
In the original logo, the word “L’Oreal” is located in a brown oval and is made in beige letters that resemble the color of powder or foundation. The first “L” is made tiny and inconspicuous. The inscription is evenly distributed throughout the space of the ellipse.
1962 – present
The font selected for the updated wordmark is simple, legible, and expressive. It has no serifs, and the letter “O” is larger than the others, although they are all uppercase. The primary color is traditionally black; the background is white.
Thanks to laconicism, brand symbolism is not only recognizable but also universal: it is suitable for both advertising and commercial purposes. The emblem looks equally good in the role of a label on manufactured products and corporate printing on official documents. Also, the logo is often supplemented with the words “Professionnel” or “Paris.” The first is located at the bottom, the second – in the center below or on the leg of the last letter, “L.”
The color scheme is a classic combination of light and dark. The corporate version has black as the background, while the official label is white and looks like a film negative. However, a reverse arrangement is also acceptable. This elegant combination symbolizes an innate sense of style, as well as purity (white) and mystery (black). It should be noted that the logo can be made in another palette, based on a specific adaptation. But most often, it is dark crimson and shades of golden, sometimes with a 3D effect.