Custom Typeface Family for LVMH

A "future classic" rooted in French Baroque tradition

Production Type designed two proprietary typeface families for LVMH to serve stationery, on-site communication, logos, and wordmarks. LVMH Air is a lean serif in four weights plus italics, conceived as a contemporary digital interpretation of French Baroque precedents by masters such as Jean Jannon and Robert Granjon. A companion sans-serif family, LVMH Sans, adds five weights with italics oriented toward digital applications. The project received a Communication Arts Type Design Award in 2019 and a Le Book Creative Award in 2023.

Set in LVMH Air, LVMH Sans

Insights

LVMH Air's high stroke contrast, airy spacing, and sharp details are described as conveying precision at small sizes and elegance at large ones.
The italic styles include a rich ligature set described as evoking penmanship, extending the serif's range.
Historical research was conducted by Sébastien Morlighem in partnership with Klim Type Foundry, grounding the design in documented Baroque sources.
LVMH Sans was explicitly scoped for digital contexts, complementing the serif family.