Logotype evolution for l’eggs

Updating an icon is always intimidating. Most American designers above a certain age remember the plastic egg packaging developed by Roger Ferriter at Herb Lubalin Associates; Ferriter also named the product and designed the logotype and many of the early ads.

In 2024, Britt Cobb of CobbCo and Jonny Sikov at Pentagram consulted on the relaunch of this iconic brand, now focusing on tights and leggings rather than pantyhose. As part of their engagement, they brought Christian Schwartz in to redraw and update the logotype. While retaining the connection to Rudolf Koch’s geometric sans Kabel and its unmistakable g, Schwartz adjusted the proportions, spacing, and overlaps, and swapped the L to lowercase, aiming to keep the heritage while making it easier to apply at a range of sizes—and not at an angle.

Ferriter and Lubalin referred to the gs as the “chicks”, so we kept the beaks as they were and resisted the urge to simplify them. As was typical of 1970s logotypes, the L’eggs logo was a product of T-squares and circle templates, with as many elements lining up as precisely as possible and a minimum of optical adjustment. Schwartz loosened up the approach to the curves while keeping the systematic approach to alignments and prioritizing keeping white spaces optically equal.