Roger Vivier catches logo fever

Roger Vivier catches logo fever

Icons in the making

Text: Andrea Sim

The Parisian house ushers in a directional new chapter

What's in a logo? Often an abbreviation or stylised format of a name, it first and foremost serves as means of identification. At its best, unambiguous; so as to convey a message efficiently. Golden arches, Mcdonald's. Three stripes, Adidas. Apple, Apple. You get the gist. The great ones then go on to herald so much more. 

First surfacing as a simple embellishment gracing the Belle Vivier pump, Roger Vivier's metal buckle has come ways since its birth in 1965. Its incorporation on other footwear and bag styles from the brand in the last five decades has served to elevate the modest motif into what we know it as today — an unofficial logo and synonym of the house's elegance, femininity, and decades of know-how in shoemaking. So where does a brand go from here? In this instance, it turns a fresh page. Enter: The 'La'Bel' (as in label). 

The 'La'Bel' might be none other than 'Roger Vivier' scrawled in the brand's now signature cursive, but spring 2018 marks the first time they've included it in product design. Born of a brainwave sparked when creative director Bruno Frissoni locked eyes on Roger Vivier's red shoe boxes, it manifests in full glory on the season's Choc mules and Viv sneakers. It is then abbreviated (that is, 'RV') for the Choc Real pumps and various other bag styles, the age-old logo interpreted in contemporary spirit. The brand's directional new chapter, below.