There's is the forever on going question as to if high end beauty brands are worth the expense or not? Arguably the reason we pay more for high end beauty products is due to the brand name relating to the status it holds, fragrance, better applicators, packaging and increased pigmentation. High end brands aims to make the consumer feel more special when wearing/ purchasing the product. As shown above the patterning with type for high end beauty brands tends to be clean and black and white. Black tends to be visually heavy, therefore, it has a very high impact message. It also creates the feeling of power, authority and strength. Interestingly, other associations with black include intelligence, professionalism and mystery. The opposite to black is white which represents clean and represents openness.
There are many similarities between the following logotypes such as the repetition of Gotham and the high contrast sans Optima. Surprisingly, very few high end beauty brands create their own custom made font even though the brands are set out to be different, unique and like no other. In relation to sans serif and serif the following signage are clearly divided into brands wanting to reach for a heritage feel and brands with bolder/ heavy/ modern designs using geometric and grotesque fonts.
CHANEL - Bold, strong geometric sans serif is set in all capital letters. The purpose of this is to embody elegance and class. The masculine and feminine sections are only separated by colour and imagery.
ghd - ghd hold a strict policy that their logotype should always be orange on black, orange on white, white on orange, black on white. The standard font for ghd is the serif typeface Sabon. ghd is also always written in lower case even at the beginning of sentences.
GIVENCHY - Is a luxury French brand know for creating chic and creative design styles. Sackers Gothic Light is used for this brand along with Apercu.
CLARINS - Uses Baskerville which is perfect for giving off an elegant feel.
PRADA - Is one of the leading Italian luxury fashion houses
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