Saint Laurent is a truly iconic fashion brand that’s made its mark worldwide, celebrated for its stylish and refined creations. Yet, have you ever noticed that the Saint Laurent font used in the logo has evolved over time? In this piece, we will explore the history and meaning of the font used in Saint Laurent logo, and how it reflects the brand’s unique identity and flair.
What was the YSL Font Name?
The YSL font that previously adorned the Saint Laurent logo was not crafted from an existing font but rather an original creation by the brand’s founder, Yves Saint Laurent himself, in 1961. YSL’s design ingeniously intertwined his initials in a stylized manner, drawing inspiration from the Art Deco movement that had its heyday in the 1920s and 1930s. This logo embodied simplicity, geometry, and sophistication, aligning seamlessly with the brand’s modern and minimalist aesthetic.
For nearly five decades, the YSL logo remained an enduring symbol until 2012 when Saint Laurent underwent a significant rebranding initiative. Under the creative direction of Hedi Slimane, the brand transitioned from Yves Saint Laurent to Saint Laurent Paris, accompanied by a new logo. This fresh emblem was a stark departure from its predecessor, featuring an unadorned and straightforward font, free from embellishments or symbols.
What’s the New Saint Laurent Font Name?
The Saint Laurent font used in the new logo is Helvetica Neue Bold, a sans-serif typeface created in 1957 by Max Miedinger and Edouard Hoffmann. Helvetica, renowned for its clarity, neutrality, and versatility, ranks among the most widely used fonts globally. It often finds a place in corporate and official applications, such as logos, signage, and official documents.
License Matters
Please be aware that the free font we’ve offered is meant for personal use exclusively. If you plan to use it for any commercial purposes, you’ll need to purchase Helvetica Neue Bold.
Which Font Used in the “PARIS” Slogan?
Sometimes, beneath the brand name, the word “Paris” was introduced in a smaller serif font known as Copperplate Gothic Std Bold or its equivalent. This typeface, designed by Frederic W. Goudy in 1901, is characterized by its sharp, angular serifs, lending it a formal and elegant appearance. It is a choice frequently reserved for titles, headlines, and invitations.
The new logo of Saint Laurent was meant to reflect the brand’s new direction and vision under Slimane. He wanted to create a more edgy and rock-and-roll vibe for the brand, while still maintaining its high-end and luxurious quality. He also wanted to pay homage to the brand’s roots in Paris, where it was founded and where it still has its headquarters.
The New Saint Laurent Logo Font Controversies
The unveiling of the new Saint Laurent logo elicited mixed reactions from the public and critics alike. Some applauded its simplicity and contemporary feel, while others criticized it for appearing generic and uninspiring. Detractors even accused it of disregarding the legacy of Yves Saint Laurent, who had crafted such a distinct and recognizable logo.
Nevertheless, despite the controversy, the new Saint Laurent logo has evolved into a symbol of the brand’s identity and style. It graces an array of products, spanning clothing, accessories, perfumes, and cosmetics. Additionally, it has made its mark across various media platforms, from magazines to websites and social media.
Exploring Typography in Other Fashion Brands
If you’re curious about digging a bit deeper into the world of iconic brand logos and histories, why not take a closer look at some other well-known fashion brands? Here are a few to start with:
More Than Just Letters
In conclusion, the Saint Laurent font is a testament to the brand’s ability to evolve and adapt while maintaining its core essence. It’s a symbol of Saint Laurent’s enduring legacy in the world of fashion, encapsulating its timeless elegance and forward-thinking spirit. So, the next time you see that iconic Saint Laurent logo, remember that it’s not just letters – it’s a window into the brand’s ever-evolving journey.