Trend of changing simple & modern Logo of the “luxury houses” brands
Maybe you don’t know – In the past 2-3 years, popular brands have changed their signature logo to simple black and white “brand name” with the familiar San – Serif font. So is this an intent to create a new trend or an industry-wide effort to prepare for a completely different fashion future? Let’s find out what tricks are going on in modern fashion!
Thank you for reading this post, don't forget to subscribe!Most of the original luxury brands wanted to create accents with sophisticated logos, impressive fonts. However at present, many the brand experts say that simple fonts offer more practical benefits, or Riccardo Tisci from the Burberry house calls it a phrase “modern utility”. These typefaces are usually cleaner and easier to read, they are good for a lot of media, and works exceptionally well online. The purity of these fonts allows brands to be an empty ship ready to respond to volatile era trends and a wide range of low-end to high-end products will be impressed. by its own design.
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Should homogeneity exist in the global creative industry
Perhaps many people have read books or heard somewhere about the change in logos and brand identity of big brands, but express disapproval of these views. Can such a shifting and unification have a negative effect?
Standing in front of many conflicting opinions, the famous designer Virgil Abloh claims that we are at the “dawn of a new Renaissance”. He is not simply referring to the revival of classical aesthetics simply because the Serif font, in this case, seems to refer to the rebirth of modernists. Bauhaus.
Significantly, Abloh goes on to say that “with the internet and the media today, using a font that is suitable for all cultures, languages or even easier to read is also a good factor in helping the brand continue. reach as many people as the brand wants ”.
In particular, like Hollywood, the fashion industry is also bold “cultural conflict” if not careful. When a brand tries to show or exude a “white man” with the surname Yves, Cristobal, Thomas, Alessandro and Pierre, it will inevitably create a feeling of unfriendly, “discriminate”, reduce virality of the brand, especially for people of sensitive color.
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Not surprisingly, the “luxury brand” houses no longer want it wear the badges of the “racist, patriarchal” era on their shop fronts
If the past is truly an unequal place where a black designer cannot rise to the position of art director of Louis Vuitton, then it’s no surprise that big brands no longer want to wear the label. “Racist, patriarch” that just wants something more neutral in the future.
So if a group of companies reformat their brand to the standard of an equitable & fair ecosystem, what does creativity & competition mean? If the fashion industry wants to encourage diversity in ideas, but not as diverse brands as Abloh says, then it needs to think harder about generating all the signature details, the strong emphasis is on. brands’ design and individualization – this is also a bigger challenge for brands.
Perhaps the most awkward example to mention Peter Saville when considering changing Burberry’s brand identity, he decided to keep “London England”. Peter sought to maintain a positive sense of the city and country that featured the brand, but all the local elements were removed. This is probably what Burberry meant, namely that “London England” could be anywhere in the world – a multicultural place free from the shackles of local identity. And if that is the common vision of all luxury brands around the world, it is no surprise that they all promote the international style of modern sans Serif.
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Uniformity can carry high risks
For a global creative industry, homogeneity is dangerous. On the one hand, it inhibits the creativity of different cultures, inhibits the expression of “I” in its own special voice. On the other hand, it opens up to the industry possible challenges from newcomers who are less working, less conservative and willing to trade based on their own unique style.
“The road to hell is paved with good intentions”, the “luxury houses” want to create a revolution with a sound that is easy to feel and easy to touch many people’s hearts. However, for the fashion industry, hell or heaven have 50 shades.
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