As we have seen in a previous article, we have just witnessed the change of Ferragamo’s logo. An important and well-considered choice that strongly touches the brand image. This change was signed by Peter Saville, the graphic designer who also renewed Burberry’s logo in 2018.
Was it appreciated…? Not really. Let’s say not by all… How we expected. This type of change often has negative implications for the customer. The most shared comments were: “It’s banal, anonymous”, “By now, brands’ logos are all the same”, “Mainstream”. Yes, it’s true. It is definitely not a creative and imaginative choice. Obviously, there is an explanation behind this “banality”, so defined by most of the audience.
They may all look the same but actually the choice of fonts is well studied and has its own precise explanation. As the managing director Marco Gobbetti specified, the font chosen «refers to the stone engravings that inspired the Renaissance artists» trying to combine the past and present of Ferragamo’s history.
From Saint Laurent to Balenciaga to Burberry to Berluti to Balmain to Calvin Klein to Céline and Furla. As we have seen in the past years, most of luxury brands has decided to renew their logo with a simple, minimal and incisive style. This is because everyone has the same goal: to be global and recognisable. In a world as chaotic and competitive as that of fashion this is a real challenge.
So, what’s the best way to try to reach as many people as possible? Speak the same language. A simple writing in capital letters black on white. Clearer than that!
Let’s also remember that in the digital world like the one we live in today, it’s essential to opt for a responsive logo on any type of device that is able to be read at high resolution. Also in this case the best choice is a logo not too articulated.
And you? Are you into this minimal style?
