CHAPTER 3

COMPANY PROFILE

HISTORY OF LOGO

The brand got its name from the French version of the goddess of beauty, Lakshmi, name. And
this French mood and style have always been with the brand, adding modesty and elegance to the
company’s laconic logos, brightening its make-up products palettes, and, of course, elevating the
quality of the cosmetics.

For the first decades of the brand’s history, its logo was composed of a simple mani chrome
lettering with nothing special in it. The inscription could change its color depending on the
background of the cosmetics packaging and was more “an addition”, than the “face” of the
brand. The first logo with personality was created for the brand in 1996

1996-2011

The Lakme logo, introduced in 1996, featured a dark pink logotype executed in the uppercase of
a stylish and smooth sans-serif typeface. The letters featured their clean straight lines’ tails
rounded from one side and pointed from the other, which added playfulness to the emblem,
showing the brand’s purpose and unique style.

The smooth lines also elevated the Eastern roots of the brand and the Asian understanding of
beauty.

As for the color, deep pink, close to purple, shade was meant to celebrate femininity and passion.
The color also stands for love, warmth, and, of course, beauty, which the brand aims to give to
each and every one of its customers
2011 — Today

The redesign of 2011 changed the typeface and color palette of the Lakme visual identity,
elevating the emblem’s look and making it modest and strong. The new logotype for its letters
extended and more solid, while the monochrome color palette made the inscription look
professional and evokes a sense of expertise and authority.

There was also an emblem, created for the brand in the same year. It is usually used on its own
but sometimes is placed near the logotype. The solid fuchsia circle with a white “L” on it. The
letter

HISTORY OF LAKME:
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