Logotype Refresh for Christian Dior Couture
From rough-edged heritage to refined luxury: recutting Dior's logotype
Production Type redesigned the logotype for Christian Dior Couture, the global umbrella brand managing all Dior-related assets, working with agency Lenthal and art director Elif Oğuz. The previous wordmark had been redrawn in 1995 by Albert Boton of Carré Noir from the Nicolas-Cochin typeface, but its rough-edged character no longer suited the brand's positioning. The new logotype departs from Nicolas-Cochin's expressive, rough aesthetic in favor of a crisper, slicker look, and adds the 'Couture' signature absent from prior marks.
Set in Nicolas-Cochin
Insights
- The 1995 logotype was drawn by Albert Boton (Carré Noir) from Nicolas-Cochin, a 1912 Deberny & Peignot typeface derived from 18th-century steel-engraver Nicolas Cochin's lettering style.
- The 'Couture' signature had been absent because the parent brand had shifted to the standalone 'Dior' mark; the new logotype reintroduces it.
- Design exploration focused on isolating Nicolas-Cochin's stylistic DNA before consciously departing from its rough, expressive qualities in favor of a slicker result.
1 / 5Swipe
Keep exploring
Related cases
