Rimowa Presents New Visual Identity to Mark 120th Anniversary

In celebration of their upcoming 120th anniversary, suitcase-maker, Rimowa, is giving its visual identity a makeover. The new look is pared down from the previous identity with A canvas of black, white, and gray with the word “Rimowa” written in a sans serif typeface.

The remake of the LVMH-owned brand was led by co-CEO Alexandre Arnault and Chief Brand Officer Hector Muelas, the new identity is the result of a collaboration between Munich-based concept, branding and graphic design studio Bureau Borsche and London-based design and branding consultancy Commission Studio.


The new visual identity will culminate in a redesigned packaging suite and retail touch points, the brand said.

Diana Gadong

Diana Gadong

Diana is a staff writer based out of Manila.

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