Loewe unveils new 'graphic identity'

Spanish luxury goods label, Loewe, has revealed its new graphic identity which is said to include “an injection of modernity

and cultural awareness”. The luxury label has been busy redefining its brand image, after tapping JW Anderson last September as its creative director, and has plans to introduce new culture and art based concepts in its key cities stores.

In order to create a new foundation for Loewe's image, the label has tapped the artistic duo from M/M in Paris, Michael Amzalag and Mathias Augustyniak, to redesign its logos and packing. Inspired by German-born British typographer Berthold Wolpe, whose logotype hints “at the German roots of Enrique Loewe Roessberg” the labels founder, the new-look Loewe name is designed to transmit a sense of “authority,” shared Amzalag in an interview with WWD.

The design duo also redesigned Loewe's Anagram logo, which was created in 1970 by Spanish painter Vicente Vela, to showcase its origins as a branding iron uses to mark cattle and leather. The brands packaging has been reinvented as books reminiscent of library tomes, in a smoky-white color.

The brand's new graphic identity introduced comes prior to its upcoming advertising campaign, which is said to feature work by photographer Steven Meisel. Loewe's new collections, which have yet to be finalized, are said to be “an edit of meaningful items for different areas of life, as necessary as they are desirable, characterized by superior manufacturing, pure form and high grade, honest materiality.”