LONGARONE, Italy—Thélios unveiled its new visual identity last week during its 2023 Convention in Rome, where the LVMH eyewear producer was presenting the 2023 collections from its Maisons including Dior, Fendi, Celine, Loewe, Givenchy, Stella McCartney, Kenzo and Fred. In a statement, Thélios said, “Born in 2017 from LVMH's desire to make eyewear an essential element of the Houses' collections, Thélios entered a new phase of its development and aimed to mark this moment through a redesign of its brand identity. The new identity has been meticulously crafted to express the values and raison d'être of Thélios: to pioneer a new experience in luxury eyewear, raising the standards of the industry.”

 Thélios unveiled a new visual identity at its 2023 Convention in Rome.
This new development begins with the introduction of a new logo, which includes the baseline “LVMH Eyewear Excellence” as a key element. The logo is minimalist but substantial, with the “o” designed to symbolize an eye and the sun, which is a nod to the origin of the name Thélios, derived from Theia, goddess of light and vision, and Helios, god of sun.

In addition, the rounded “o” aims to reference the “complete cycle of its value chain going from creation, through production to distribution,” Thélios said. The accent above the “e” has also been simplified to an elegant horizontal line.