Rimowa unveils new brand identity

To celebrate its upcoming 120th anniversary, LVMH-owned suitcase brand Rimowa has unveiled a new visual identity.

The new visual identity, which was led by co-CEO Alexandre Arnault and chief brand officer Hector Muelas, is the result of a collaboration between Munich-based concept, branding and graphic design studio Bureau Borsche and London-based design and branding consultancy Commission Studio. The iconic aluminum luggage label said the new identity honours the company’s heritage, while providing a "contemporary and timeless foundation for its future endeavours".

The ambition for the identity, which contains a newly developed Rimowa logo, monogram, visual language, and packaging suite, was to create a brand experience worthy of Rimowa’s product.

Here is the old logo:

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And here is Rimowa's new identity:

[gallery link="file" ids="211174,211173,211176,211181,211178,211172,211180,211186"]

For the logo, the brand selected a sans serif typeface that is both versatile and reflects the functional luxury of its suitcases. The colour palette uses black and white along with grey tones that looks to serve as an allusion to the brand’s belief that "less is more", as well as the original aluminium suitcase, which was first produced in 1937.

Variations of the original grooved motif will appear on the owner’s manual, hang tags, and paper stocks, becoming an entire visual language.

Coordinates will be employed throughout communications, from business cards to product packing, indicating the brand’s character.

The new visual identity will culminate in a redesigned packaging suite and retail touch points, and the new look is currently being rolled out in the Hong Kong market.

Rimowa’s new visual identity will roll out globally on Rimowa’s brand communications and channels starting 18 January, and will be incorporated in all new products later in the year.

Since January 2017, Rimowa has been part of the LVMH Group.