{"id":57944,"date":"2018-12-18T20:13:24","date_gmt":"2018-12-18T19:13:24","guid":{"rendered":"https:\/\/highxtar.com\/?p=57944"},"modified":"2018-12-18T20:14:02","modified_gmt":"2018-12-18T19:14:02","slug":"adaptation-of-the-logos-of-luxury-brands-mistake-or-success","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/adaptation-of-the-logos-of-luxury-brands-mistake-or-success\/","title":{"rendered":"Luxury brands new logos: Mistake or success?"},"content":{"rendered":"

The (unstoppable) fever to remodel the logos of big brands like Yves Saint Laurent and Burberry has seen its last change in Balmain<\/strong><\/a>. The standards followed are all the same: lettering without serifs or ornaments, and in bold.<\/h3>\n

\"Logos\"<\/p>\n

The classic and iconic drawings with which we linked the most century-old brands are a thing of the past. Undoubtedly these changes, which imply a loss of identity, are the fruit of immediacy and adaptation to the voracious digital world. But the underlying motifs go much further. We have spoken to a specialist in graphic design, and the conclusions are mainly two:<\/p>\n

THE OLD DOESN’T ATTRACT YOUNG PEOPLE<\/strong><\/h3>\n

Although there are thousands of nostalgic for the historic logos of luxury brands (including myself), brands have been forced to comply with the mantra “renew or die<\/strong><\/em>“.<\/p>\n

Javi Fern\u00e1ndez, an expert in graphic design, relates this change to something very simple: we link luxury with the classic and the conservative, “but the type of people who consume these products has change<\/strong><\/em>d”. And what is more key in this matter is that firms are interested in reaching a type of people who still do not consume them, “because they relate these logos and the images they project with an 80-year-old lady wearing a mink coat and a puppy, and want to relate it to something else,<\/strong><\/em>” he explains.<\/p>\n

Approaching a young audience would be the summary of this problem. A brand may be very fashionable, like Yves Saint Laurent<\/em>, but its logo keeps young potential buyers away. These are minimal and less significant designs, because they don’t say much about the brand, they don’t give information about it.<\/p>\n

\"\"<\/p>\n

TECHNOLOGICAL ADAPTATION<\/strong><\/h3>\n

Another reason Fern\u00e1ndez observes is that “redesign makes us think of progress and technology: modern and fresh<\/strong><\/em>“. Now we are beginning to relate “technology with economic and purchasing power,<\/strong><\/em>” partly because of all those “young people who today set up technological startups and make 7 million in a year, and this did not happen before<\/strong><\/em>\u201d.<\/p>\n

\"\"<\/p>\n

In addition, there is another latent underlying reason, and that is that today everything, absolutely everything passes through the technological world. So even if you are Balenciaga<\/strong> or Berluti<\/strong>, if you don’t get in the digital mood, sooner or later the nostalgia will harm you.<\/p>\n","protected":false},"excerpt":{"rendered":"

The (unstoppable) fever to remodel the logos of big brands has seen its last change in Balmain. The standards followed are all the same: lettering without serifs or ornaments, and in bold.<\/p>\n","protected":false},"author":7,"featured_media":57942,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[603,1201],"tags":[892,1304],"class_list":["post-57944","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-en","category-featured","tag-burberry-en","tag-ines-marti"],"acf":[],"yoast_head":"\nLuxury brands new logos: Mistake or success? - HIGHXTAR.<\/title>\n<meta name=\"description\" content=\"The fever to remodel the logos of big brands has seen its last change in Balmain. 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