H24: men’s fragrance by Hermès gets a new logo by Yorgo&Co

The inspiration for the logo, according to the creative studio, came after they were invited to smell the first iterations of the perfume.

H24, the latest from French luxury goods manufacturer Hermès, is all set to take the international market by storm.

The new logo for the brand has been designed by Yorgo&Company, a Paris-based multidisciplinary creative studio. The creative studio has worked with several luxury clients including Louis Vuitton, Kenzo and Emporio, Armani and Yves Saint Laurent. Led by Yorgo Tloupas and co-founded by Emmanuelle Beaudet, the design studio dabbles in various fields including digital content, logo campaigns, books, magazine, signage and typefaces.

“Creating a new perfume is a long process,” said Yorgo&Company. “As is often the case, the final name isn’t decided until quite late in the process, so we designed a font with which we could spell out different names whilst maintaining the modern and subtle feel of the project.”

Commissioned by Hermès, Yorgo&Co was invited to smell the fragrance “even before Hermès designed the bottle.” The inspiration for the logo, according to the creative studio, came after they were invited to smell the first iterations of the perfume.

The incredible typography logotype fits beautifully into Hermès’ description of the perfume – “the first fragrance expressing the contemporary man as seen by Hermès.” The logotype, according to the creative studio, is a tribute to Hermès century-old graphic archive located at the brand’s private museum in 24 Rue Du Faubourg Saint Honore, Paris.

The logo, digital patterns and the packaging “are created to echo the fresh masculine tones of the fragrance,” the studio said.

From the choice of colors to designing the boxes, the creative studio had involved itself with every level in the creative process. Yorgo&Company created digital animations which “play with the lozenge shape of the bottle, mixing it with the H of Hermès.”

“Smell is so instinctive. It’s attached to our memories, our culture, our family,” said Christine Nagel, Hermès’ in-house perfumer, back in January while talking about H24. “Today, this masculinity, this emotion, that the new fragrance brings to you, is for yourself.”

Nagel was inspired by Veronique Nichanian, Hermès artistic director of men’s wear, to develop the attractive new fragrance. Nichanian’s designs are elegant along with being rooted in real life – perfect for one seeking inspiration.

The H24 is truly an extension of the Hermès world and its logo truly justifies what the brand is all about: to create original and elegant goods.

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