Luxury brand identities

The cool hunter asks intelligent questions about branding on its facebook page. Monday (21/04/2010) they posted the following: “If luxury brands all want to sell the idea of exclusivity and being special, then why are their identities so similar? Would love to hear everyone’s perception of luxury.”

Selection from 98 comments:


Chu Eva

it’s classic i suppose
Mon at 3:33pm
Phillip Bernal

It’s all about current trends. it’s all about the fashion of the times, the type face is the same, the identities are very diff, each one of those retail outlets has its own style layout colors and merchandise, they are not the same…. I have been in most of them, not all.
Mon at 3:37pm
Stas Belkov

by buying any one of these brands you are still ‘joining’ the exclusive club, relative to non-luxury brands. And they each have their own unique flavor.
Mon at 3:36pm
Nuno Rodrigues different brands but the same club, and nobody takes pink to the white club
Mon at 3:42pm
Leonardo Mendonça

they all suck each other…

Mon at 4:19pm

Donatas Feltavicius

You should all notice that while being so similar, they are all still unique, classy, and hold alot of elegance within those few letters. Plus, they all look serious, and luxury brands need serious logos.
Mon at 3:46pm
Julien Tauban

All these luxurious brand logos look very different to me even though the difference might be seen subtle by some people. The only thing they have in common is that their names are legible and they’re made of black letters over white background. Like some comments above I think simplicity is the ultimate sign of sophistication and that luxury doesn’t follow any trends but the trend of simplicity. Those who think Luxury is a marketing joke forget that most of these brands were created way before marketing was even born. They all meet quality standards that only a few brands in the world can meet.
Mon at 5:52pm

If luxury brands all want to sell the idea of exclusivity and being
special, then why are their identities so similar? Would love to hear everyone’s perception of luxury.