The challenge:
Jo Malone London needed to update their famous "JML" monogram, and they called me to guide them through that process. This subtle change guides the brand toward a more modern and updated direction while preserving the heritage and tradition of the original monogram.
Working directly with the internal team, I helped solve that problem and delivered a timeless monogram that matches their new look.
The monogram is used on almost all of their products and packaging as the focal brand symbol.
The solution:
One of the key findings was the importance of ensuring that the monogram remains legible even at very small sizes.
By adopting a bolder and simpler design, it retains the essence of the original while being effectively used across all of their products and packaging.
Jo Malone London
Logotype redesign
© Luke Ritchie 2009-2025
Your Strategic Creative Partner