Luxury / Elegant
An elegant identity often feels unhurried. There is room around the name, the proportions feel deliberate and the material it sits on has a chance to speak.
Examples to look at
- Chanel
- Evenly weighted capitals and measured spacing give the name a composed presence.
- Cartier
- Fine script and long joins suggest a pen moving across the page.
- Dior
- The thick and thin parts of the serif letters create a different kind of refinement.
Decide what deserves attention
Luxury can be expressed through very different letters. Chanel’s strong capitals and Cartier’s script do not sound alike. Choose whether your business should feel architectural, intimate or traditional. A designer can then tune the space around the name, the weight of its strokes and the rhythm between letters.
Design for the material
A fine line that looks beautiful in a screen preview may fill in when foil is pressed into textured paper. Ask your printer for a sample on the intended stock. For a small metal fitting or a care label, a slightly sturdier drawing may look more refined in use than the delicate master artwork.
Try removing the finish
Print the logo in plain black on ordinary paper, then set it on a generously spaced card. If the lettering still has character, a foil or emboss can add another layer. If the gold finish is doing all the work, revisit the letterforms first.