Base Design rejuvenates luxury brand La Prairie

"Our logo reflects the soul of La Prairie," comments Greg Prodromides, chief marketing officer of La Prairie. "It embodies the values and heritage of the company and expresses its unique identity to the world. It represents who we are and who we will be tomorrow."

Now, he says, it was time to redesign the logo: "This new logo, unchanged for almost 50 years, represents an important milestone in the history of our brand. It's a way for us to celebrate our past while looking to our future," Prodromides concludes.

La Prairie's new logo was inspired by the very first visual identity of Clinique La Prairie in the 1930s and reinterpreted as elegant, architectural typography.

In the 1970s, La Prairie's best-known logo was designed using the Helvetica font - now Helvetica Neue - created by type designer Max Miedinger in Zurich. The typeface was a symbol of simple, modern Swiss design.

The new, refreshed logo features a sharper, contemporary version of Helvetica that moves the logo from lowercase to uppercase. It will be accompanied by a new signature seal and will be applied to all La Prairie products in the coming months.

Responsible at La Prairie: Greg Prodromides (Chief Marketing Officer), David Naouri (Global Creative Director), David Conte (Global Senior Art Director). Responsible at Base Design: Anthony Franklin (Creative Director), Vincent Sauvaire (Design Lead), Thomas Marsch (Account Lead).