Having shortlisted the photographic content down to one image per each letter of the alphabet and selected the stores/brands I feel are the most prominent within their respective industries/sectors and are the most high-end luxury establishments, featured below are the accompanying contextual additions exploring their history, background, purpose and typographic design concerns.
Aston Martin
Aston Martin’s first brand experience boutique in the heart of London’s Mayfair district. Located on one of the capital’s most sought-after streets, No. 8 Dover Street, the store is an intersection of the company’s products, experiences and brand collaborations. It will also be a destination for design master classes, art exhibitions and other exclusive events.
The new store– where the exterior sign reads ‘Aston Martin Est 1913’ in celebration of the company’s rich heritage – is ‘the ultimate Aston Martin destination’ where admirers of the brand and people who enjoy elegance and exclusivity can discover new trends in art and design and be inspired by the products on display.
The purpose of the type is to inform and establish presence whilst affirming and reinforcing the brand qualities.
The type successfully establishes an aesthetic of wealth, importance and elegance through the
following type characteristics:
•Contrast with black background creating impact.
•Sans-serif creating understated elegance.
•Three-dimsensional lettering.
•Gold, metallic lettering.
•Capitalised format.
Balenciaga
Balenciaga is a European luxury fashion house founded by Spanish designer Cristóbal Balenciaga. He had a reputation as a couturier of ‘uncompromising standards.’ Trademarks of the house include feminine, yet ultra-modern shapes.
The purpose of the type is to inform and establish presence whilst affirming and reinforcing the brand qualities.
The luxury fashion house is effectively represented via type of the following characteristics:
•Black in colour for a timeless and adaptable quality, as well as clear distinction and clarity/contrast.
•Clear lines and strong structure further enhance modernity and represent brand strength.
•Sans-serif type representative of modern aesthetic associated with the fashion house.
•Capitalisation of lettering to signify importance.
Charbonnel & Walker
Charbonnel et Walker, founded in 1875, is one of Britain’s first and finest chocolatiers.
The original shop opened at 173 New Bond Street in Mayfair and has remained in this location ever since. It is housed in the Royal Arcade on Old Bond Street, one of London’s most elegant arcades.
The store is endorsed by the Royal Warrant as one of the few chocolatiers to Her Majesty The Queen.
The purpose of the type is to inform and establish presence whilst communicating the brands heritage.
The chocolatiers’ heritage and finese is communicated via the following characteristics:
•Gold decorative metallic type face establishes the richness in heritaged held by the brand, as well as finesse.
•Decorative quality of the typeface is representative of the craftsmanship/artisanship of the chocolates.
•Distinctive characters create personal,bespoke aesthetic further enhancing brand context.
•Vinyl application to window allows for consumer insight into the store and therefore added interest/appeal.
Design Centre at Chelsea Harbour
The Design Centre, located at Chelsea Harbour, is home to the best in design and decoration. Well-established as the world’s
‘premier destination for design excellence,’ what is on offer is couture for the home. The centre houses 120 showrooms and over 600 of the world’s most prestigious luxury brands - it is the largest of its kind in Europe.
The purpose of the type is to inform and establish presence whilst presenting a stylised aesthetic representative of the style featured within the centre.
The style and premier quality on display in the Design Centre is reflected via the following type characteristics:
•Stylised lower case type setting shows Design Centre following trends within the design industry, effectively maintaining prominence for keeping current.
•Typeface is bold and therefore distinctive with strong legibility.
•Serif typeface provides decorative aestheitc effectively communicating context/subject area of the design centre.
Emporio Armani
Emporio Armani is a label brand under fashion house Giorgio Armani with a focus on trends and modern traits. The label features trendy ready-to-wear and runway collections.
Emporio Armani is the only Giorgio Armani diffusion line that is mainly designed by Giorgio Armani himself, and has a spotlight at Milan Fashion Week every year while other Armani diffusions do not. Emporio Armani is sold in freestanding Emporio Armani boutiques in high-end department stores and its official website.
The purpose of the type is to inform, establish presence and represent the label/diffusion of the fashion house.
The Armani typeface, which is consistently featured across all diffusions, effectively communicates the following via type characteristics:
•Contrast in weight of line through neoclassical didone typestyle represents diversity of the brand.
•Black typeface provides timeless quality as well as ad aptabilty and diversity.
•Capitalisation of type signifies importance as well as creates prominence and distinction aesthetically.
•Serif type is representative of the labels high-fashion context.
Fortnum & Mason
Fortnum and Mason at Piccadilly Circus is a 300-year-old institution renowned for its stock of fine foodstuffs, menswear, womenswear, cosmetics, homeware and luggage.
It is considered ‘the most luxurious department store in the world,’ since 1707. Fortnum and Mason provides a ‘treasure trove of hampers, tea, coffee & sweet treats.’
The store is endorsed by the Royal Warrant as a provider of goods to Her Majesty The Queen.
The purpose of the type is to inform and establish presence whilst visually representing the store.
The prestige of the store is communicated via the following typographic traits:
•Capitalisation of type affirms importance and promience of the store as a provider of fine goods, whilst also bearing distinction and clarity.
•Traditional serif typeface further enhances luxury of the store via their decorative embellishemt whilst also visually representing heritage and longevity.
•Natural materials aid establishment and enhancement of the store’s heritage.
Gucci
Gucci is an Italian luxury brand of fashion and leather goods, founded by Guccio Gucci in Florence in 1921.The brand is also the biggest-selling Italian brand.
The brand has distinctive designs associated and instantly recognisable with the brand due to its prominenence within the fashion industry.
The purpose of the type is to inform, establish presence and represent the brand as its visual identity.
The type used to visually communicate the brand effectively does so via the following qualities:
•Chrome lettering further enhances high-end brand feel through material’s captivating aesthetic quality.
•Back lighting provides letters with additional element of interest, prominence and luxury.
•Capitalisation reinforces brand importance and distinction.
•Transitional serif typeface establishes luxury aesthetic.
Harrods
The world famous Harrods department store opened in 1849 and has since then established a reputation for selling the finest-quality merchandise. The Knightsbridge store features over 300 departments spread over seven floors and impressive food halls.
The department store houses the latest men's and women's designer fashion, luxury gifts, food and accessories.
The purpose of the type is to inform, establish presence and represent the store typographically.
The following visual characteristics aid the stores representation as a seller of high-end goods:
•Signature/handwritten quality of line establishes a more distinct and individual aesthetic that enables the store to be identified singularly and without hesitation.
•Aesthetic of type is representative of the individuality of the copious amounts of products and brands available within the store.
•Free flowing quality of line instills luxury via bespoke/custom lettering exclusive to the Harrods brand/store.
Issey Miyake
Issey Miyake is a Japanese fashion designer and fragrance connoisseur best known for his technology-driven clothing designs, exhibitions and fragrances - most notably the "L'eau d Issey" brand scent which became his most iconic product worldwide.
The purpose of the type is to inform and establish
presence, represent the brand visually and create an visual aid for consumer recogniton.
The Issey Miyake type is reflective of the brands technology driven intensions and high-end direction via the following typographic qualities:
•Sans-serif type creates a timeless, modern and clear resolution effective in its simplicity.
•Capitalisation of type signifies importance and prominence within the high-end fashion industry.
•High contrast type provides more distinct, eye catching aesthetic.
•Clear, strong lines create strong and prominent visual with impact.
•Chrome lettering further enhances high-end appearance through material’s aesthetic quailtiy.
Jimmy Choo
Jimmy Choo is a British high-fashion house specialising in shoes, handbags, accessories and fragrances. The company, J. Choo Limited, was founded in 1996 by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon OBE.
The brand traces its roots to a bespoke shoemaker named Jimmy Choo, based in the East End of London in the early 1990s, who catered to the global jet set, including
Diana, Princess of Wales.
The purpose of the type is to inform and establish presence, represent the brand visually and act as a visual reference point.
The high-fashion direction of the brand is effectively represented through its typeface for the following reasons:
•Serif typeface instantly provides a high-end visual quality through embellishment/decorative additons.
•Tall, fine weight of line creates a high-end aesthtic through semantic field concerned with fashion/modelling.
•Back-lit lettering further enhances high-end direction of the fashion house through additional distiction and visual effect.
•Inconsistent weight of line gives type and element of be spoke/custom lettering further enhancing
high-end presence.
Kenzo
Kenzo is a French luxury house founded in 1970 by Japanese designer Kenzo Takada. He then became known for using Asian and Japanese influenced style with the expert construction of European high fashion.
Kenzo Takada was born in Japan and moved to Paris in 1964 to start his fashion career.
The purpose of the type is to inform and establish presence, represent the brand visually and provide an identity to consumers.
The typographic information associated with Kenzo is very distinct, unique and differential from any other luxury fashion houses within the industry. This is due to the following distinctive character qualities:
•Series of three fine lines in varying directions set within close proximities to eachother to suggest letters identifiable via the greater space that surrounds them.
•Back-lit illuminated type enhances luxury appearance through additional visual point of interest.
•Monochromatic colour palette creates modern, minimalist aesthetic.
•Custom/bespoke lettering makes for a more individual brand representation that appears more exclusive.
•Strong, directional lines create visual energy that attract the gaze and egage the viewer.
Louis Vuitton
Louis Vuitton Malletier, commonly referred to as Louis Vuitton or shortened to LV, is a fashion house founded in 1854 by Louis Vuitton.
The label's LV monogram appears on most of its products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses and books. Louis Vuitton is one of the world's leading international fashion houses; it sells its products through standalone
boutiques, lease departments in high-end department stores, and through the e-commerce section
of its website.
The purpose of the type is to inform and establish brand presence, visually represent the brand and provide consumers with an identity to recognise.
Louis Vuitton’s high-end reputation is reinforced via the type and visually identity featuring the following:
•Monochromatic colour palette creates an dynamic, time less and adaptable brand identity.
•Bold, strong sans-serif typeface holds promience, distinction and clear legibilty.
•Capitalisation of letters provides visual representation of importance.
•Geomertrically founded typeface appears strong and dignified.
Mont Blanc
Mont Blanc International is a German manufacturer of luxury writing instruments, watches, jewellery and leather goods, often identified by their "White Snowflake" logo.
The Mont Blanc flagship boutique can be found on New Bond Street, and is the only store to sell this merchandise exclusively.
The purpose of the type is to visually represent the brand and provide consumers with an identity to recognise and therefore establish brand presence.
The type used to represent the brand and flagship boutique uses the following qualitites to effectively communicate and enhance the store and its presence:
•Capitalisation of type to establish a strong, dominant and distinct aesthetic.
•Bold weight of line for clear legibility and view.
•Stylised type featuring no cross bar on the A and a very angular visual language.
•Chrome lettering reflective of luxury and expense.
•Sans-serif typeface creates a timeless and dignified tone of voice.
Nicole Farhi
Nicole Farhi, Lady Hare, CBE is a French fashion designer and sculptor born in Nice, France.
Her brand provides ‘effortless luxury designed for everyday comfort’ with an emphasis on modern knitwear and tailoring.
The purpose of the type is to provide consumers with brand presence and an identity to recognise through visual representation.
The ‘effortless luxury’ of the brand is effectively communicated through typographic information delivered through the following:
•Sans-serif typography is reflective of ‘effortless luxury’ due to lack of decorative serifs or additional embellishment. This instills a dignified aesthetic and understated elegance.
•Capitalisation of type establishes importance of the brand and represents its luxury direction.
•Bold, white three dimensional type attracts the gaze through light tonal value in addition to contrast created by shadow.
Omega
Omega SA is a Swiss prestige watch Manufacturer based in Biel/Bienne, Switzerland.
Britain's Royal Flying Corps chose Omega watches in 1917 as its official timekeepers for its combat units, as did the American army in 1918. Omega watches were the choice of NASA and the first watch on the Moon in 1969. Omega has been the official timekeeping device of the Olympic
Games since 1932. James Bond has worn it in films since 1995.
The purpose of the type is to inform and establish presence whilst communicating the brands heritage and location on Regent Street.
This is achieved through the following:
•Embossed metal plaque on store wall establishes a sense of heritage and permanency of location whilst being a sign of brand strength and longevity.
•Capitalisation of store name signifies brand strength and importance.
•Sans-serif typestyle signifies swiss-heritage of the brand via typographic classification/style, whilst providing a timeless dignified aesthetic.
Prestat
Prestat, founded in London in 1902, is one of London's oldest chocolate shops. A purveyor of luxury chocolate, it has been awarded two Royal Warrants: from Her Majesty The Queen and Her Late Majesty Queen Elizabeth The Queen Mother.
The brand is renowned for its elegant packaging of Prestat truffles, chocolate boxes and chocolate hampers.
The purpose of the type is to represent brand heritage, provide consumers with brand presence and connotation whilst supplying an identity for visual recognition.
Prestat achieve this via the following type characteristics:
•Decorative gold-leaf typeface applied to window immediately portrays luxury and heirtage via typestyle and connotation.
•Capitalisation of type reinforces luxury feel of importance whilst communicating brand strength and prominence.
• Arc formation of type provides speciality feel via addition of irregular type setting that appears more bespoke/individual.
•Addition of black shadowing on type makes for greater distinction and legibility, especially on glass.
•Application to window allows for consumer insight into the store and therefore added interest/appeal.
•Bespoke type aids representation of artisanship of
the chocolate.
The Ritz
The Ritz is an iconic 1906 hotel located in the Mayfair and St. James district of London. The hotel has ornate rooms with Louis XVI-style decor, antique furnishings, flat-screen TVs, iPod docks, and minibars. Suites add living/dining areas, grand pianos, butlers and an airport shuttle in the hotel's Rolls Royce.
A ‘palatial’ restaurant offers high-end dining while afternoon tea is served in a palm tree-lined courtyard. The hotel has an elegant art deco bar serves bespoke cocktails and there is also a salon offering spa treatments and event space.
The purpose of the type is to inform and establish presence and give an impression of the style and luxury of the hotel.
The famous London hotel uses type with the following characteristics:
•Bulb-lighting signage creates glamourous aesthetic enhancing the luxury perception of the hotel and giving visual implication of the interior style.
•Lighting of type allows signage to be seen clearly despite time of day whilst also attracting the gaze more directly.
•Capitalisation of type instills importance and enhances impact.
•Sans-serif type maintains timeless aesthetic.
Sotheby's
Sotheby’s is a global art business serving the most discerning clients, offering clients ‘extraordinary opportunities’ to transact. Private sales galleries, worldwide selling exhibitions, retail wine and diamonds, financing, art education and digital engagement any time, anywhere, on any device.
Samuel Baker founded Sotheby's in London in 1744, however the Bond Street location has only been home since 1917. Located in the heart of London's Mayfair district, Sotheby's auctions offer ‘an extraordinary diversity of objects and works of art from Impressionist & Modern Art and Contemporary Art to Old Master Paintings, 19th Century European Art and Islamic Art,
as well as Decorative Art from porcelain and silver to French & English furniture
amongst many others.’
The purpose of the type is to inform and establish presence and suggest the heritage of the auction house as well as its contexts. This is achieved via:
•Dignified, strong typeface maintains distinction.
•Traditional serif typeface.
•Capitalisation of type.
•Gold type colour.
Tom Ford
Tom Ford is an American fashion designer, film director, screenwriter and film producer. He gained fame as the creative director at Gucci and Yves Saint Laurent. After leaving Gucci in 2006, Ford launched his own self-titled label, ‘Tom Ford,’ selling menswear, beauty, eyewear, and accessories.
Ford has described the Tom Ford customer as 'international, cultured, well traveled, and possessing
disposable income.’ For females, he added ‘strong women, intelligent women who know their own style.’
The purpose of the type is to represent brand visually, provide consumers with brand presence and act as a point of visual recognition.
The Tom Ford brand uses the following type qualities:
•Sans-serif type creates modern, timeless aesthetic relevant to the ever-changing trends of the fashion indusrty.
•Capitalisation of type provides visual importance and impact.
•Metallic gold lettering enhances high-end luxury presence.
•Type appears strong, distinct and prominent.
Urban Retreat at Harrods, Knightsbridge
Urban Retreat beauty spa London is acknowledged by many as the ultimate luxury hair and beauty destination. Based on the 5th floor of Harrods Knightsbridge, the 26,000sq foot beauty ‘paradise’ is one of the most prestigious pampering locations in the London.
With a range of luxury treatments and services. as well as premium retail products from the world’s finest beauty houses, the flagship location in Harrods provides a
one of a kind destination for any treatment.
The purpose of the type is to enhance and establish a luxury presence within the spa whilst reinforcing the brand identity. This is done via type with the following characteristics:
•Stencil style type with fluid curves enhances urban-aesthetic.
•Sans-serif type provides current/modern visual identity.
•Gold metal inset design reflects luxury and beauty.
•Capitalisation of glyph for impact and prominence.
Victoria Beckham
Dover Street Market has long been considered the hub of the trendiest, cutting-edge flagship fashion stores.
Victoria Beckham’s first bricks and mortar venture on English soil for her namesake label opened on the street in September 2014.
Her label sells ready-to-wear collections as well as accessories and eyewear.
The purpose of the type that the adorns Victoria Beckham’s Dover Street store front is to establish presence on the street and provide a visual point of recognition and identity to the venture.
This type features the following characteristics:
•Sans-serif type provides a modern/contemporary aesthetic, enhances by stylized A characters featuring no cross-bars.
•Capitalisation of type suggests importance and distinction relevant to high-end store.
•Consistent fine weight of line appears sleek and stylish.
•Minimalist style reinforces contemporary styling.
Vivienne Westwood
Dame Vivienne Isabel Westwood DBE RDI is a British fashion designer and businesswoman. Famed for bringing modern punk and new wave fashions into the mainstream, Westwood synthesised clothing and music that shaped the 1970s UK punk scene.
Westwood has four London stores, though is prominent throughout the United Kingdom and the world selling an increasingly varied range of merchandise, many of which is linked to her many political causes.
The purpose of the type is to enhance brand identiy and the store aestheitc via window decoration whilst establishing presence and affirming brand contexts.
The type successfully establishes an aesthetic of eccentricity, personality and style through the following:
•Light attracts gaze through enhanced visual presence whilsts provding brand importance.
•Signature-style neon signage, relevent to brand heritage.
•Type appears energetic, distinct and bespoke.
Xerjoff
Xerjoff is an Italian luxury perfumer with distinct collections offering unparalleled perfumes and fragrances for every preference.
Xerjoff, by Sergio Momo, is considered a ‘fusion of art, nature and passion’ with rare and unique scents.
The purpose of the type is to represent brand visually, provide customers with brand presence and act as a point of visual recognition.
The Xerjoff brand uses the following type qualities:
•Metallic gold lettering further enhances luxury high-end brand identity.
•Stencil, serif typeface creates a strong and distinct luxury aesthetic.
•Capitalisation of type suggests brand importance.
Yves Saint Laurent
Yves Saint Laurent was a French fashion designer regarded as one of the greatest names in fashion history.
As a teen, Laurent worked for designer Christian Dior and gained acclaim for his dress designs. He launched his own fashion label in 1966, where his adaptations of tuxedos for women supplied him fame. Other signature Laurent pieces included blazers, the sheer blouse and the jumpsuit.
The purpose of the type is to inform, establish
presence and represent the fashion house with brand relevance and enhancement.
The YSL store signage uses the following type characteristics:
•Bold, distinct and dignified sans-serif typeface.
•Capitalisation further enhances brand importance and fame.
•Metallic gold lettering reinforces brand greatness and high-end status.
•Sans-serif style type provides timeless quality shared with Laurent’s signature pieces.
Giuseppe Zanotti
Since showcasing his first collection of jewelled footwear in New York in 1994, Giuseppe Zanotti has ‘enchanted’ the fashion industry with elaborate and ‘tirelessly innovative’ designs.
Every Giuseppe Zanotti shoe is considered a ‘true original,’ created using time-honored artisanal techniques that ensure the highest level of quality. The Giuseppe Zanotti brand has gone from strenth to strength in the past two decades, expanding globally and incorporating bags, jewellery, men’s shoes and ready-to-wear fashions.
The purpose of the type is to inform and establish presence whilst suggesting brand contexts and providing consumer-identifiable visual identity. This is achieved via:
•Un-even weight of line enhances sense of artisanship used to create designs whilst providing a bespoke and more unique visually representative typographic identity.
•Capitalisation of type suggests importance in relation to high-end sector of the industry.
•Sans-serif typeface reflective of innovation and contemporary practice.
