The idea behind the new lettering is to move away from a vintage style. The fresh typography was created in-house and it took over six months to get it right. BalmainĪt the pre-fall show in December 2018, Oliver Rousteing, Balmain’s creative director, revealed a new logo. In a post on Instagram, the label explained that the accent had been dropped for balance, and that the typography was directly inspired by the logo used in 1960s. Ordered by Hedi Slimane, the new logo got rid of the accent on the “e” and refined the form and spacing between the letters. CelineĪ much subtler and less radical example is that of Celine. Together, they also created a monogram dedicated to founder Thomas Burberry to be used principally as a pattern. The aim was to make the brand more international and contemporary having lost the stylistic reference to England, it was decided to add “London England” as a second line to the logo.Ĭreative director Riccardo Tisci collaborated with Peter Saville on the design. What’s more, the Equestrian Knight motif that had been used since 1901 was also ditched. The logo morphed from an elegant serif – unchanged for 20 years – into a clean, geometric sans serif. Together with Saint Laurent, Burberry represents the most radical and controversial example of rebranding in recent years. That same year, design agency Bureau Borsche created a new website for the label, cementing its norm-core aesthetic. The updated logo is part of a broader plan from creative director Demna Gvasalia who, since his appointment in 2015, has shaken up Balenciaga’s identity. Inspired by the clarity and readability of street signs, the new logo is more compact and neutral in style, and was designed in-house. Balenciagaīalenciaga also moved in the same direction with its new logo. The logo still resembles the original, yet without appearing too vintage. The new typography was described as a “return to the spirit of the original”.įor this design, creative director Raf Simons worked with legendary designer Peter Saville, perhaps best known for his album covers for Joy Division and New Order (of whom Simons is a huge fan). Calvin KleinĬalvin Klein took to Instagram to unveil its new logo in 2017. It won Wallpaper*’s “Best Rebranding” prize and kicked off the trend for minimalist branding in fashion. The new logo is a nod the house’s original name, “Saint Laurent Rive Gauche”, and uses the Helvetica font, which also dates to 1960s, the era in which the Saint Laurent brand was founded.ĭespite initial criticism, which mainly centred on the decision to abandon the logo and monogram, designed by the celebrated painter Cassandre in 1961, the new identity has been a success. He didn’t just change the logo, but the very name itself, from “Yves Saint Laurent” to “Saint Laurent”. Soon after taking the reins, Slimane decided to update the brand’s visual identity. In 2012, French designer Hedi Slimane was appointed Creative Director at one of the world’s most renowned fashion labels: Yves Saint Laurent. Let’s take a look at some of the most interesting examples from recent years. It appears that the idea was to make these brands more global by moving away from references to their heritage and simplifying their form. Logos were being “refreshed” or redesigned according to a common set of rules: It seemed that the most prestigious brands were all changing their visual identity, and all in the same way. In around 2010, the fashion world was swept by a very specific stylistic trend.
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