About Le Creuset
Founded in 1925, Le Creuset is a French cookware manufacturer best known for its premium colorfully-enameled cast-iron cookware. The current company logo was introduced in 1970 and was designed to be a symbolic representation of metal casting and molding.
Despite its traditional image, Le Creuset appears to have been busy building for the future. This is apparent in the evolution of its product range beyond its traditional offering. It is also illlustrated by the development of flagship stores not only in France but also internationally.
Although well recognizable, the logo looked like a good candidate for my logo makeover project. At least I felt compelled to explore ways to bring a more modern look and introduce elements that would express today’s product line’s qualities and better position it as premium, rooted in tradition but not outdated, highly functional, long recognized by professional chefs and keen cooks, but with a touch of elegance, refinement and warmth.
At a minimum, it felt justified to address specific issues with the current logo, in particular what looks like kerning issues.
The proposed concept is not about throwing everything out the window. On the contrary we are preserving the logomark, a highly recognizable element of the current logo and a clear evocation of the signature cast iron round casserole that has established the brand’s reputation. The logomark is no longer a separate element but becomes the leading C letter. I am also introducing an elegant serif typeface, Georgia, and dropping the current all-uppercase convention. Gone is the sourrounding rounded rectangle frame.
The proposed secondary mark gives prominence to the the signature cast iron round casserole symbol and may be used on a variety of touch points such as labels.