Spanish luxury brand Loewe, under the creative direction of Jonathan Anderson, have commissioned M/M (Paris) to create their new graphic identity.
The identity conceived by Michael Amzalag and Mathias Augustyniak acknowledges both a contemporary vision of the company, while taking its inspiration from the brand's past. The logotype was conceived drawing from Loewe's 1970 anagram by Vicente Vela and Spanish cattle branding practices. The typeface, on the other hand, was conceived as a testament to German typographer Berthold Wolpe, whose transnational career echoed the life of Loewe's founder, German-born Enrique Loewe Roessberg.
June 5, 2014
Graphic identity for Loewe by M/M (Paris), 2013-2014