Thélios unveiled its new visual identity during its Convention in Rome, while presenting the Fall 2023 collections of its Houses, Dior, Fendi, Celine, Loewe, Givenchy, Stella McCartney, Kenzo and Fred.
Born in 2017 from LVMH's desire to make eyewear an essential element of the Houses' collections, Thélios entered a new phase of its development and aimed to mark this moment through a redesign of its brand identity.
The new identity has been meticulously crafted to express the values and raison d'être of Thélios: to pioneer a new experience in luxury eyewear, raising the standards of the industry.
This development took concrete form with the introduction of a new logo, of which the baseline – “LVMH Eyewear Excellence” – is a key element. The logo expresses a timeless elegance: minimalist yet statutory, the proportions are well balanced and the accent on the “e” has been simplified with an elegant horizontal line. The 'o' also stands out, as the circular shape of the letter symbolizes an eye and the sun – a nod to the mythological origin of the name Thélios, derived from Theia, goddess of light and vision, and Helios, god of sun - but also a reference to the complete cycle of its value chain going from creation, through production to distribution.
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