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The controversial design of the new Zara logo reflects the evolution of fashion branding, but as the Fast company writes, the new design has also caused mixed reactions on social networks.
It reminds of the old 2011 logo, composed of four letters of the name, except that this time the letters are quite compact.
While the previous logo created a sense of minimalism through the spacing between the letters, the new approach brings them closer, which can be interpreted by the obvious departure from minimalism that was favored by tech companies of the likes of Google and Uber, to the more complex ones that are commonplace for designer houses such as Gucci and Bvlgari.
The new look was designed by Baron and Baron, whose founder is Fabien Baron, known for this type of compressed, overlapping style, and according to Fast Company, he also did a number of visuals for Zara’s new marketing campaign. Baron has also been involved in designing typography for many other fashion brands.
Zara’s new look might be signaling the brand’s ambitions to carve out a place among the luxury fashion houses, according to Fast Company.
As one might expect, the social networks are flooded with comments by those who hate the new logo. Famous designer Erik Spikermann wrote in a post that this is the worst logo he’s seen in recent years, and wonders if it was designed by one of the robots that will replace people. Other comment that if Zara continues with condensing their letters, the logo might become just one black block.
As FC writes, many designers believe this is a big step for Zara, given that last year one of the greatest designer trends was a sans-serif logo with a large spacing between the letters.