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LVMH custom typefaces

For the world’s premier luxury conglomerate, Production Type develops a typeface family in the shape of a “future classic”. Reflecting the finesse and elegance representative of LVMH and its Houses, the LVMH Air typeface conveys a feeling of crisp, timeless classiness.

LVMH (Moët Hennessy - Louis Vuitton) is a French multinational luxury goods conglomerate. The family-owned group strives to ensure the long-term development of each of its “Houses” – brands and sub-brands – in keeping with their individual identity, heritage, and expertise. These one-of-a-kind labels create products with a unique savoir-faire – a carefully preserved legacy and, at the same time, a dynamic engagement with modernity. This makes LVMH’s Houses ambassadors of a distinctive and refined art de vivre.

At a turning point in its, as yet, discreet presence, LVMH was looking for a typographic voice that would feel at home equally well on stationery, on-site communication, and in logos and wordmarks. A formidable challenge. The solution Production Type came up with circles around the idea of a “future classic” able to serve the wide range of applications the group needs covered: A contemporary digital version of classic French Baroque typefaces, synthesizing the work of masters such as Jean Jannon or Robert Granjon.

The result is a lean serif face reflecting the finesse and elegance representative of LVMH and its Houses. The type family is comprised of four weights – extralight, light, regular and bold – each with a distinct italic, and each showing comparatively high stroke contrast. Together with the airy spacing and the sharp design details, it gives the typeface a feel of crisp, timeless classiness. A rich set of particular ligatures for the italic styles can elevate this even further, lending a charming flow to the text that is almost reminiscent of quaint penmanship. Used in small sizes and high-quality reproduction, the LVMH Air typeface family stands for preciseness and rigor. In large sizes, on the other hand, it can exude all the elegance and style one can expect from a luxury brand extraordinaire.
A sans-serif typeface called LVMH Sans complements the serif typeface. This font family offers a more contemporary and modern aesthetic, well-suited to the dynamic and ever-evolving landscape of the luxury fashion industry. The LVMH Sans typeface family is characterized by clean lines and crisp edges, which lend it a sleek and sophisticated appearance. Consisting of five weights, each with its own italic style, the LVMH Sans typeface family is intended at digital applications. Its understated luxury and style perfectly embodies the art de vivre of LVMH's Houses.

  • Client


  • Agency


  • Design

    Jean-Baptiste Levée

  • Team

    Quentin Schmerber, Hugues Gentile

  • Research and documentation

    Sébastien Morlighem, in partnership with Klim Type Foundry.

  • Awards

    Communication Arts Type Design Award 2019 Le Book Creative Award 2023

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Useful type with an edge.

Useful type with an edge.

Production Type provide retail as well as dedicated creative services in typeface design for brands.

Based in Paris and Shanghai, Production Type is a digital type design agency. Its activities span from the exclusive online distribution of its retail type for design professionals, to the creation of custom typefaces for the industrial, luxury, and media sectors.
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