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Louis Vuitton Logo Design History and Evolution

Founded by Louis Vuitton Malletier in 1854, Louis Vuitton is a French brand that sells luxury fashion goods. For decades, they primarily produced leather trunks, suitcases, bags, and purses for wealthy jet-setters. This changed when designer Marc Jacobs started working with Louis Vuitton to create ready-wear clothing in 1997. His input caused the brand’s popularity to skyrocket. Thus, the Louis Vuitton logo has become one of the most recognizable brands in the world. It’s a staple in the world of fashion.

This article will explain the origins of the iconic Louis Vuitton logo and show why it is still so popular in modern times.

Louis Vuitton Logo Design Elements

The main design feature of the official Louis Vuitton logo is the LV monogram. This is an italic, serif, capitalized L set slightly to the left and bottom of a serif, capitalized V. Beneath this logo are the words “Louis Vuitton.” They are so small that the entire phrase is just as wide as the rest of the Louis Vuitton logo’s monogram.

The “Louis Vuitton” portion is in a san serif, capitalized font. The text of the Louis Vuitton logo itself is black while the background is white. This color choice helps to convey a sense of elegance and simplicity.

Changes and Evolution

1. Shape

Over the course of Louis Vuitton logo history, it has technically remained the same. However, when Marc Jacobs radically modernized the brand, they began dropping the “Louis Vuitton” text from the bottom of the logo. Today, the company mostly uses versions of the logo that only feature the iconic LV monogram for advertising.

2. Color

The official Louis Vuitton logo color has always been black. However, when the company’s prints contain the logo, it tends to be a few different colors. The classic brown version of the logo has been on Louis Vuitton handbags for decades.

It looks very soft and elegant in the deep hues of the leather. Marc Jacobs introduced an updated version of the monogram that features the logo in a white, pink, blue, purple and yellow pattern after he took the helm at Louis Vuitton. This updated, colored version of the Louis Vuitton logo has proved to be very appealing to younger buyers.

3. Font

The font is the most recognizable part of the logo. It never changed. It is a hand-drawn typeface that was created specifically for the Louis Vuitton logo, inspired by many classic Roman fonts.


The Louis Vuitton logo was originally designed in 1896 by Georges Vuitton, who took over the family business after his father passed away. He chose to mark his products with his father’s initials because he wanted to pay tribute to the man who had originally founded the brand.

In addition, the decision to put the company’s logo all over their canvas and leather bags was an attempt to stop counterfeiting. The company was having difficulties because people kept selling random trunks and suitcases as premier Louis Vuitton creations. Louis Vuitton was one of the first designers to put monograms all over their bags, and other brands later mimicked this design choice as seen in the Gucci logo.


The signature Louis Vuitton print originally intended to prevent people from counterfeiting the brand’s items. However, as time went by, Louis Vuitton became a huge status symbol. Counterfeiters started to focus on recreating the company’s signature print. In an ironic turn of events, the Louis Vuitton logo design and monogram are now one of the most highly counterfeited. The company now spends roughly half of its communications budget trying to stop people from counterfeiting their logo.


Due to its use in the company’s signature print, the Louis Vuitton logo is instantly recognizable. It logo may be old, but clever designers continue to rework the logo into new, modern prints. This brilliant combination of graphic design and brand awareness has helped the company to maintain their status. They continue to be the top producer of handbags and suitcases.

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