At Hermès, typography steps back behind a symbol, the Duc carriage, and a colour, orange. It nonetheless remains a pillar of the house's identity.
The typefaces
The Hermès logotype is set in slab serif capitals, often compared to Memphis. The drawing of the Duc carriage with its groom, introduced in the 1950s, is inspired by a work by the painter Alfred de Dreux and recalls the house's saddle-making origins. According to Monotype, its communication also relies on restrained typefaces such as Helvetica or the monospaced Orator.
The system
The system is deliberately pared back: the name, the Duc carriage and the orange of the box are enough to identify the house. Capitals are widely spaced, layouts airy, and text always leaves room for the object.
Why it works
Slab serifs evoke solidity and craftsmanship. While many luxury houses have simplified their logos into sans serifs, Hermès has kept a singular lettering. This stability, maintained over decades, is a form of luxury in itself.
What a brand can learn from it
A stable visual heritage is often worth more than a trend. A strong identity can rest on a simple trio: a name, a symbol and a colour. Resisting the general movement can become a mark of distinction.
Read also: Slab serif, Monospace, Helvetica, Tracking, Minimalism