Task 2.1

Logo identity 


The use of colour, typography, visuals.

The Instagram logo have a colourful and friendly identity colour. It also give a feeling of play,fun and creativity.

The rainbow colour gives the logo an active look, easy to use.

The typography is in this image the outline who is curvy, which gives an easy and friendly look.

Visuals are simple and playful, and it shows a simplified camera. I think also it looks loke a Butten “easy to press”.


The Mercedes logo is a metal star. The colour is a steel metal colour. Steel is strong and unbreakable and solid.

The typographic is serif and tells me that it is an old brand that want to tell us about a family or history tradition.

I get a feeling of quality and a product not for everyone, its hard to get because it is expensive. The style is classic and built on old tradition, old and solid. 

I have learned that the Three-Pointed Star symbolize strength and prevalence of engines on the land, on the sea and in the air.

For me the star identifies with a jewelry, something expensive and something to collect. “To get the star” can also for someone be a dream.


MasterCard logo is easy to see because of the red colour. I get a feeling of sharing, because the orange is a colour that comes out of red and over to yellow. The colour also gives me a feeling of emotions like love and speed.

Typographic is sanserif, 

for me it looks like the target group is modern, business and busy people who need an easy way to pay. 

The two circles can be a symbol for coins (money) or the same shape as the earth globe. Easy to use all over the world. When you know what Mastercard is and analyses the visual I think that the three shapes tell something about how much money you can borrow, how much you have and hove much you have paid back.

Louis Vuitton

The speedy 30 monogram

The Louis Vitton brand and the LV monogram are among the most valuable brands in the world. According to a Millward Brown study, Louis Vuitton was the the world`s 19th most valuable brand.

  • Louis Vuitton Malletier commonly known as Louis Vuitton or by its initials LV, is a French fashion house and luxury goods company founded in 1854 by Louis Vuitton. The label’s LV monogram appears on most of its products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses and books. Louis Vuitton is one of the world’s leading international fashion houses. 
  • The Louis Vuitton label was founded by Vuitton in 1854 in Paris, France. Louis Vuitton had observed that the HJ Cave Osilite trunk could be easily stacked. In 1858, Vuitton introduced his flat-topped trunks with Trianon canvas, making them lightweight and airtight. Before the introduction of Vuitton’s trunks, rounded-top trunks were used, generally to promote water runoff, and thus could not be stacked. It was Vuitton’s gray Trianon canvas flat trunk that allowed the ability to stack them on top of another with ease for voyages. Many other luggage makers later imitated Vuitton’s style and design.

The mission and brand Identity of Louis Vuitton to embody unique savoir-faire, a carefully preserved heritage and dynamic engagement with modernity and to represent the most refined qualities of and around the world; to be synonymous with both elegance and creativity; to blend tradition and innovation, and kindle dream and fantasy”, to be creative and aim for excellence. 

2.What is the positioning of Louis Vuitton?

I think that quality, luxury and real handcraft is the positioning.The logo is sanserif and that means that this is a company with a history, the golden colour tells me that its luxury and high quality and soothing unique.

Brand positioning Louis Vuitton LV brand positioning is the potent symbol of modern style.These special collections feature the artists’ artwork while introducing a radical twist in the brand’s timeless design. Louis Vuitton offer high quality designer apparel, footwear and accessories.         

The Speedy was first created in 1930 in the 30cm size, which was then called the «Express» as an homage to the era’s travel revolution. The smaller 25 was added in 1959 at the request of actress Audrey Hepburn, who wanted   Louis Vuitton to make a mini version of their Keepall duffle. Louis Vuitton obliged and created what is now known by fashionistas and handbag lovers as the “Speedy 25.” The Speedy didn’t become the iconic bag it is today until Audrey Hepburn’s Speedy 25 was Introduced.

I think the strategy of The speedy monogram 30, is to bring the old unique design back from the history and create a new product to the target group, something to use every day.

They had to define their target costumer and make a customer profile.

3.How the logo fits in with the brand positioning. The logo is the first types in the founders first- and surname. Louis Vuitton. The LV makes a symbol. This make the logo look expensive and unique and it tells me that I is a company or product with history. The golden colour and the metal finich is luxery and solid.The LV logo reflect in  a good way the brand positioning and that the logo has meaning and that the name belong to the founder gives it a unique possibility and its not so easy to copy. The golden monogram is perfect to use on this types of luxury products.