I was commissioned to carefully craft an ornate and highly detailed logo for Luxe London, the first British concierge service providing its unrivalled Elite platform to the Ultra High Net Worth Individuals of the Middle East. The logo was to function in a modular way, so that a simple letter-mark could be used separately in certain situations, while the detailed symbol could function as a seal of quality on luxury goods provided.
After many iterations, along a deep exploration of various patterns and symbols used in royalty through different historic periods, we arrived at a range of elements we felt really encompassed the tone and brand values. The British lion forms part of the detailed emblem, a nod toward the rich British heritage that forms the backbone of Luxe London, while the overall logo (and typefaces in particular) convey a sense of elite, luxury lifestyle.
Case Study
Opportunity
As the first British concierge service dedicated to ultra-high-net-worth clients in the Middle East, Luxe London needed a logo system that reads unequivocally elite—rooted in British heritage yet tailored to a discerning, international audience.
Objectives
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Create an ornate, highly detailed emblem that signals provenance and exclusivity.
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Pair it with a simplified lettermark for small spaces and everyday brand touchpoints.
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Ensure the system feels at home on luxury goods, documents and digital.
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Balance aesthetic beauty with layered meaning relevant to the brand name and offer.
Insight & Strategy
In the concierge space, craft and symbolism matter. We explored historic royal patterns and heraldic cues to find a language that feels authentic rather than decorative. The north star: a mark that communicates guardianship, prestige and access—without overstatement.
Identity Solution
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Emblem (Seal of Quality): An intricate crest-style device featuring the British lion—a quiet nod to heritage and authority—engineered for use as a seal on premium products and formal communications.
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Lettermark: A distilled monogram for compact contexts (badges, social, small print) that preserves recognition when the full emblem would be too fine.
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Typographic Voice: Elegant, high-contrast typography complements the emblem—projecting an elite, luxury lifestyle with clarity and poise.
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System Notes: Clear guidance on when to deploy the emblem versus the lettermark ensures the identity stays both practical and ceremonial across touchpoints.
Competitive Edge Now
Where many luxury marks feel generic or purely decorative, Luxe London’s identity combines substance and spectacle: a meaningful emblem with real heritage cues, supported by a modern, disciplined lettermark for day-to-day use.
What This Enables
A presence that resonates with UHNW audiences and partners—credible on product seals, elegant in print, and confident online—positioning Luxe London as a British standard-bearer for concierge at the very highest level.
