FutureBrand unifies L’Oréal identity under new corporate brand

International branding agency FutureBrand worked with L’Oréal to unify the brand’s vision. With the rebrand, L'Oreal seeks to deliver an easily actionable corporate brand and strong voice across all departments while leaving room for each of its teams to express themselves individually.

The new brand aims to safeguard L’Oréal’s diversity while encapsulating the brand’s complexity of purpose that unites it.

FutureBrand found the symbol of L’Oréal’s inclusivity in the brand’s archives; the ‘O’ from L’Oréal and the shape of the very first ad for the product that gave the company its name, L’Or de L’Oréal. The strong and inclusive personality is reflected in the primary colours. A vibrant red is added to the customary black and white to create a contrasted colour palette that aims to mirror L’Oréal’s passion and energy.

FutureBrand also developed bespoke fonts to capture the different L’Oréal voices. In addition to the traditional serif and sans serif typographic expressions, FutureBrand created a distinctive script font based on the founder’s own handwriting.

The result is what FutureBrand considers to be a ‘bold visual identity built on sophisticated but fragile subtlety, belying its apparent simplicity.’

“FutureBrand brought a high level of finesse and intelligence into our collaboration aiming to harmonise the different Group guidelines. The creative result was so culturally on-point and graphically pleasing that it rapidly seduced the various corporate departments,” says Delphine Urbach, image and heritage corporate communication ABP at L’Oréal.