The mythic monogram, former logo for the Yves Saint Laurent brand, was designed by Adolphe Mouron aka \u201cCassandre\u201d, the most renowned graphic artist of her time. Created in 1961 at the behest of Monsieur Saint Laurent, these three interlaced initials were the only proposition made by Cassandre to Yves Saint Laurent and Pierre Berg\u00e9 during an encounter at the restaurant Le D\u00e9barcad\u00e8re. A proposition that was immediately accepted, since for Pierre Berg\u00e9: \u201cCassandre was the greatest, the best graphic designer of her time.\u201d<\/p>\n
Of all the work in Cassandre\u2019s repertoire, the YSL logotype is without a doubt the most notoriously and resoundingly successful. With a surprising simplicity, the fruit of a work inspired by lapidary Roman writings, the YSL monogram was designed to age at the same pace as the stones on the Avenue Marceau. This monogram that subsequently became the logo and emblem for Saint Laurent, a veritable signature of an era who\u2019s irrefutable renown was never tarnished. With only the designer\u2019s initials, the message was clear since for Cassandre \u201cthe design has to be based on the text and not the other way around.\u201d The vertical design is thus rhythmic, living, emancipated, with its modernity heightened by a modern and innovative couturier.<\/p>\n
The elegant letters of Cassandre\u2019s logo were always deemed perfect in the context of the Yves Saint Laurent brand\u2019s codes, design, excellence, and culture. The YSL characters were one of the first logos to use letters as graphic elements. With its real personality, the couture house\u2019s logotype doesn\u2019t aim to change; the YSL insignia has and continues to be with the times. Timeless, they marked the hearts and minds of the era and continue, despite a name change for Saint Laurent Rive Gauche, to stir consciences even today.<\/p>\n","protected":false},"excerpt":{"rendered":"
The mythic monogram, former logo for the Yves Saint Laurent brand, was designed by Adolphe Mouron aka \u201cCassandre\u201d, the most renowned graphic artist of her time. Created in 1961 at the behest of Monsieur Saint Laurent, these three interlaced initials were the only proposition made by Cassandre to Yves Saint Laurent and Pierre Berg\u00e9 during…<\/p>\n","protected":false},"author":3,"featured_media":8244,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[32],"tags":[14675,14677,14493,38,14678,36,14552,14674,14673,5558,14672,2746,627,4371,14671,206,201,204,223,199],"class_list":["post-8247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-accessories","tag-adolphe-mouron","tag-avenue-marceau","tag-cassandre","tag-fashion","tag-graphist","tag-iconic","tag-laurent","tag-logo","tag-logotype","tag-maison","tag-monagramme","tag-mythic","tag-pierre-berge","tag-rive-gauche","tag-saint","tag-saint-laurent","tag-ysl","tag-yves-laurent","tag-yves-saint","tag-yves-saint-laurent"],"acf":[],"yoast_head":"\n