Audemars Piguet SA is a prestigious Swiss luxury mechanical watch manufacturer with a rich history that dates back to more than a century. The Audemars Piguet logo represents the brand’s identity as well as reflects its journey through time, innovation, and craftsmanship. It has been text-based all through its history and is very traditional. This article explores the history and evolution of the Audemars Piguet logo over the years.
The Genesis of the Audemars Piguet Logo (1875 – 1950)
Audemars Piguet was founded in 1875 by Jules Louis Audemars and Edward Auguste Piguet in the Vallée de Joux, Switzerland. The brand initially focused on creating complex watch movements for other manufacturers. The original logo featured the brand name in all capitals and in a golden logotype.
It was executed in a shadowed sans-serif typeface and covered by the double arc lettering at the top, “MANUFACTURE D’HORLOGERIE COMPLIQUÉE” in big and “DE HAUTE PRECISION” in small size. The tagline “BRASSUS GENEVE” appeared below the brand name in a traditional sans-serif typeface. The original logo rendered in golden colour looked sophisticated, elegant, and light.
(1950 – Today)
In 1950, the Audemars Piguet logo was redesigned by retaining the key elements and including a signifier, “AP,” written in a bold serif typeface and placed above the brand name. Interestingly, the enlarged “AP” has glyphs that are joined at the top. The brand name was executed in all capitals and in an elegant sans-serif typeface. Written in all black, the letters of the logo looked stylish and strong. A new tagline, “Le maitre de l’horlogerie Depuis 1875,” was written in a smooth cursive style and placed below the brand name.
“To Break the Rules” Slogan (2012)
In 2012, Audemars Piguet introduced its famous slogan, “To Break the Rules, You Must First Master Them.” This phrase became synonymous with the brand’s philosophy and was incorporated into the marketing campaigns alongside its logo. The slogan emphasised Audemars Piguet’s commitment to craftsmanship. It also encouraged innovation and creativity within traditional watchmaking.
The Elements of the Audemars Piguet Logo
Font
The font is what truly makes the logo distinct and unique. Though it may appear as a typical serif at smaller sizes, it offers much more. The wavy details on the “D” and “E,” the refined serifs, and the mix of thin and bold strokes combine to form a strikingly memorable design.
Colour
The Audemars Piguet logo has consistently featured a distinct colour scheme that reflects the elegance and prestige of the brand.
Black and White
The earliest iterations of the Audemars Piguet logo using a black and white colour scheme were simple and functional. This classic combination conveyed a sense of timelessness and sophistication and aligned with the brand’s commitment to traditional craftsmanship.
Golden
As Audemars Piguet established itself as a luxury watchmaker, the logo began to incorporate golden elements. The use of golden colour symbolised the brand’s commitment to quality and precision, as well as its association with high-end timepieces.
Blue and White
In more recent years, Audemars Piguet has incorporated blue and white into its logo design. The blue colour, often seen in the brand’s “AP” monogram, adds a touch of modernity and vibrancy to the logo while maintaining its elegance.
Finally
The Audemars Piguet logo reflects changes in design aesthetics and key milestones in the brand’s history. From its humble beginnings in 1875 to its status as a luxury icon today, each iteration of the logo has captured the essence of Audemars Piguet’s commitment to excellence and innovation in horology.