L'Oreal

Create the beauty that moves the world

This new purpose was launched in 2021 yet epitomises L’Oréal’s championing of beauty since its creation. L’Oréal has always taken pride in recruiting strong creative and entrepreneurial minds to drive their business, which resulted in a myriad of diverse identities throughout their different entities. In an increasingly seamless world, where one person can be a consumer one day, then a colleague the next, L’Oréal recognised the necessity of having one strong voice across all departments and channels.

FutureBrand's challenge was to unify the teams’ visions and deliver an impactful, easily actionable corporate brand while leaving room for each team to express themselves. We found the rallying symbol in the “O” from L’Oréal and the shape of the very first product ad. This strong personality was then reflected in the primary colours: a vibrant red was added to the customary black and white, making for a bold and contrasted palette, mirroring L’Oréal's passion and energy. On top of the traditional serif and sans serif typographic expressions, we created a distinctive script font based on the founder Eugène Schueller’s own handwriting. The result is a bold visual identity built on a sophisticated but fragile subtlety, belying its apparent simplicity. The new identity has met unprecedented success, adopted and rolled out by all the L’Oréal Group’s entities and their most significant programs.

“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.”

Delphine Urbach, Image & Heritage Corporate Communication AVP – L’Oréal.