Why Are Luxury Brands Logos All Looking the Same?
We are in an era of the digital world, and luxury brands seem to accompany this well. However, they leave behind their ornamented logotypes. All the luxury brands logos are looking the same: simple black letters without serif. Serif is a small line or stroke regularly attached at the end of a lager stroke in a letter, or symbol with a font. This homogeneity ends up being not original – there is less charism, authenticity, and creativity. They all look very similar and they are no longer quite so memorable.
When people have two goods that are equal, it’s the social and corporate components that influence their purchase, right?
However, this shift has more than just negative aspects. It also allows the luxury brands logos to be adjustable on different screens, or platforms, eliminating scalability problems. They become more versatile and easier to reproduce, on a bus or on a bag. And of course, the brands can reach a new segment that is essential – the generation Z.
The first brand being criticized for making this step was Céline when Hedi Slimane changed the name of the 73-year-old label. Then, Burberry made equal changes to their logo, and the negative opinions continued. This quickly became a trend, and Balenciaga and Balmain also updated their logos.
In 2012, as director of Yves Saint Laurent, Hedi Slimane also re-branded this luxury fashion house. He separated the ready-to-wear line from couture and called in just Saint Laurent. People who preferred luxury instead of the other option seemed to take it badly.
Rebranding a brand is never an easy task. Will people like the new image? Will people associate the new image to the brand? Nowadays, storytelling drives almost all successful brands, so they must know how to narrate the new image.
The marketing should always adapt to changing environments. Some brands change the logos, for example, just to respond to consumers, and others, just to send a message of introduction to a new visual identity.
Words by Rita Archer