Brand Book L'Oréalfuturebrand

With a portfolio of iconic brands, one of the most powerful R&D and a presence across the globe, L’Oréal is the most diversified beauty company.
Our challenge was to unify the teams’ visions and deliver an impactful corporate brand while leaving room for every team to express themselves.
A vision of modern beauty transpired from the interviews we conducted, always more inclusive. We found the symbol of this inclusivity in the archives. The circle, the “O” from L’Oréal and the shape of the very first ad for the product that gave the company its name: L’Or de L’Oréal.
The strong personality was reflected in the primary colours. A vibrant red was added to the customary black and white, making for a contrasted palette.
Bespoke fonts were developed to capture the L’Oréal voices, including a script font based on founder Eugène Schueller’s own handwriting. This new corporate identity was detailed in two volumes of brand book.