The name Louis Vuitton is known all over the globe, even by people who are very far from the world of fashion. The same can be said of the brand’s laconic logo, LV. There won’t be an exaggeration to say, that these letters have long been synonymous with luxury in general. Louis Vuitton is one of the oldest grandeur brands in the world, and for more than a century, it has managed to maintain its premium and individuality. Each collection of the brand is an event. And each of its more than 350 boutiques is a museum. And it all started with a big journey of a brave and determined 13-year-old boy.
Meaning and history
In his early teenage years, Louis Vuitton lost both of his parents, and there was nothing left to keep him in his native village of Anchay. So brave Louis decided to go to Paris. And he set off on foot. Distance of 470 kilometers 13-yo Louis overcame two years, sometimes stopping in different towns, and working as an apprentice. Upon arrival in Paris, young Vuitton also took a job as an apprentice. This time to the capital’s famous master in the manufacture of travel trunks, Monsieur Marechal.
In this workshop, Louis Vuitton worked for 17 years, and only in the mid-1850s opened his own business for the production of trunks and suitcases in Paris. By that time he was already one of the best in the profession, and he also had many revolutionary ideas. Thus, in 1858 Louis Vuitton invented and created the Trianon Trunk, the first suitcase with a frame made of poplar and canvas with a special waterproof impregnation and flat bases. The suitcase made a sensation on the Paris market and Louis Vuitton has had a steady stream of customers ever since.
The company grew and developed. Among the regular clients of the Louis Vuitton house were the most famous and influential people of France, including the wife of Napoleon III, Empress Eugenie. The business became a family affair – Louis was joined by his son Georges, who after his father’s death in 1892 fully took over the management of the company. Georges’ merit was also the creation of the legendary LV logo, which immortalized the memory of his father and also protected the brand’s goods from counterfeiting.
Apart from the logo with two intertwined initials, Georges Vuitton also designed three floral motifs, which also became the brand’s trademarks, widely recognizable across the globe. They are the Monogram Flower, the Color Blossom motif, and the Idylle Blossom.
The iconic monogram was only slightly refined once, at the end of the 1950s, and with just one target — to make it easier to apply to small details of collections, such as rings on the accessories and elements of the footwear, but the concept and style remain the same. Today the brand logo is more than just a symbol, it is the embodiment of luxury and unrivaled quality. It is also an effective protection against numerous counterfeits.
What is Louis Vuitton?
Louis Vuitton is a luxury fashion brand, which was established in France in 1854, and named after its founder. Today the brand, specialized in women’s and men’s fashion, accessories, and footwear is a part of the LVMH Group and has its boutiques located in all the main cities on all continents.
1854 – Today
The visual identity of the famous fashion label is elegant yet bold and definitely one of the most recognizable across the globe. The text-based logo of the brand is composed of the full wordmark and a monogram, which is also used for the fabric patterns and buckles of the luxury brand’s products.
The logo for the fashion house was designed in the middle of the 19th century and has never been changed, there were just some additional emblems added throughout the years and for some time the wordmark was removed from the official logo, leaving the monogram as the main and only part of it.
As for the color palette, the visual identity of the high-end brand uses two versions — the monochrome one, which looks strong and elegant on any surfaces and backgrounds, and the light-beige, close to gold, the color of luxury and sophistication, reflecting the essence and character of the company.
For additional emblem, the brand uses a stylized flower in two versions — one with four elongated and pointed petals, enclosed into a black rhombus, and another one is a rounded flower, placed inside a solid circle. Both emblems are used by the company as its signifiers and can often be seen embossed and printed on the leather and textile goods.
Symbol
The current Louis Vuitton symbol still reminds of the company’s founder. The “L” and “V” characters are interlocked in quite an intricate fashion, yet they stay pretty legible. Below the monogram, there is a “Louis Vuitton” wordmark.
LV emblem and the problem of counterfeiting
LV is among the most counterfeited fashion brands, according to some sources, almost 20% of all the counterfeited accessories sold in the EU are branded Louis Vuitton. The fashion company takes the problem very seriously and has about 60 full-time employees responsible for the anti-counterfeiting work. The company has introduced quite a few initiatives that are supposed to reduce the number of fakes. For instance, it created a signature Monogram Canvas. The instantly recognizable pattern is based on the LV monogram.
Font
The Louis Vuitton logo is executed in two different styles. The whole brand’s name which is placed under the monogram is written in all capital letters of the light and elegant Futura sans-serif font, which reflects the modern and progressive character of the fashion house and perfectly balanced the boldness and classic elegance of the monogram.
The LV monogram was first hand-drawn in 1954 and still uses the same typeface. The straight “V” overlapping the italicized “L” forms one of the most iconic symbols in the world. Both letters boast solid and elongated serifs and thick distinct lines, representing traditions, sophistication, and luxury.
Color
The black-and-white color scheme of the Louis Vuitton emblem is an example of classic simplicity and elegance. We should still point out, that depending on the context, the logo may be given in other colors. Some of the most popular choices include hues of gold, brown, and orange. In some cases, designers opt for a rainbow color scheme, giving the monogram in several different colors within a single visual context.
Can you buy LV online?
For a long time, the garments of the Louis Vuitton brand could not be bought online, but the world is changing, and after the pandemic strike in 2019, most of the fashion business went online, and so did the Louis Vuitton fashion house. Today you can buy the items of the luxury brand online in selected multi-brand stores as well as on the official website of the company.
What do the Louis Vuitton symbols mean?
The symbols of the iconic Louis Vuitton brand are the LV monogram, which stands for the name of the brand and is executed in a bold and elegant font, and the four-petal flower ornament, which was designed by Georges-Louis Vuitton in 1896 and symbolizes joy. The flower can be seen on its own, or in a circular frame, which stands for protection and absolute.
What does LV stand for in clothing?
LV in the fashion industry is not just a monogram, but a symbol of luxury and chic, standing for one of the chicest and fanciest fashion houses in the world, Louis Vuitton. The brand was established in the middle of the 19th century, and by today has only become stronger and more influential, producing high-end clothing and leather accessories for men and women.
What is the story behind the Louis Vuitton logo?
The Louis Vuitton logo was designed in the 19th contours by Georges-Louis Vuitton, the son of Louis Vuitton, the founder of the legendary fashion house. George’s created both the LV monogram, as the representation of the progressiveness and confidence of the company and the more tender and feminine flower pattern, which got named The Blossom and stands for joy.
Can you buy LV online?
For a long time, the garments of the Louis Vuitton brand could not be bought online, but the world is changing, and after the pandemic struck in 2019, most of the fashion business went online, and so did the Louis Vuitton fashion house. Today you can buy the items of the luxury brand online in selected multi-brand stores as well as on the official website of the company.