L'eggs, the iconic hosiery brand, has unveiled a refreshed logo as part of its rebranding initiative, marking a bold new direction since its inception in 1969. The redesign was led by L'eggs ECD, Cami Téllez, who enlisted a team of design luminaries to shape the new brand. This team included Family Office, as well as Britt Cobb, Christian Schwartz, & Jonny Sikov who worked on the logo redesign. The sensibilities seek to maintain the brand’s heritage while adapting it for contemporary appeal.
The new L'eggs logo stays rooted in the original design's unique characteristics, such as the playful chicklet-inspired 'G' and strong, bold letterforms. However, notable changes have been made to modernize it. The letter spacing has been adjusted, the proportions refined, and the 'L' has been lowered to lowercase to make the logo more versatile and legible across various applications. Christian Schwartz’s type adjustments were critical to ensuring the logo retains its structural integrity while appearing more fluid and approachable.
Refreshed Pantyhose Brands
The New L'eggs Brand Identity is Playful and Modern
Trend Themes
1. Modernized Brand Identity - With the refreshed logo, L'eggs exemplifies how legacy brands can successfully blend heritage with contemporary design aesthetics.
2. Contemporary Typography Adjustments - Christian Schwartz's typographical refinements highlight the impact of modern type design in enhancing brand versatility and legibility.
3. Playful Design Elements - The chicklet-inspired 'G' in the new L'eggs logo showcases innovative use of playful design elements to maintain brand playfulness while appealing to modern consumers.
Industry Implications
1. Hosiery - The rebranding initiative by L'eggs could inspire similar updates within the hosiery industry to attract a new generation of consumers.
2. Graphic Design - The collaboration with Britt Cobb and Christian Schwartz underscores the growing demand for specialized graphic and type design expertise in corporate rebranding.
3. Fashion - L'eggs' modernized identity reflects a broader trend in the fashion industry of heritage brands revamping their image to stay relevant in a rapidly evolving market.