Why Do All New Fashion Logos Look The Same?

Earlier this month, French luxury house CELINE changed its logo. The accent on the ‘E’ was gone and the spacing between the letters had been tightened, all to give the new branding a “simplified and more balanced proportion,” according to CELINE. The move came ahead of Hedi Slimane’s first show for the house, and meant that CELINE became the latest brand to unveil a new sans-serif, minimalist logo. The rebranding by new Creative Directors isn’t new. Back in 2012, Slimane dropped the “Yves” from Yves Saint Laurent and two years later John Galliano’s tenure meant that Maison Martin Margiela became Maison Margiela. More recently, Raf Simons marked the beginning of his time at Calvin Klein by recruiting Peter Saville for new branding unveiled in 2017. Later that year — almost two years into Demna Gvasalia’s time with the house — Balenciaga followed suit. Back in August, Burberry kicked off the Tisci years with an update from Saville. There are a number of reasons why these houses have rebranded, including the chance to mark a new chapter in its history. David Rudnick, a graphic designer and typeface specialist whose previous clients include Nike as well as producers Evian Christ and Koreless, believes the new logos are a break from the past. “They’re removing the shadow of the ego that they’re stepping into, by removing the presence of the great legacy designer of the house,” Rudnick explains, pointing particularly to the move from Yves Saint Laurent to Saint Laurent. Read more at Hypebeast.