Can you tell there "B"s apart?

Change Logo, Again!

 

Last year, Balmain released its new logo on INS.

 

And then, Burberry also changed its logo...

 

And so did Balenciaga this year...

 

 

It is confusing to put these "B"s together.

 

Before Balmain officially changed its logo, it has secretly changed slightly in the 2019 Pre Fall collection.

 

Here is the episode: The bottom of the new logo of Balmain is open, but later designer Olivier sealed it in case it is confused with "JB".

 

Is it trendy to change logos?

 

Last year, many designers are replaced in fashion industry, while this year many logos have been changed.

 

 #CELINE 

 

Celine designed the new logo, and the inspiration came from the original design in 1960. The logo is presented by the modern typeface of the 1930s. The length between letters is reduced. The mark above the "E" letter is removed, which makes the look simple.

 

In the meantime, Celine deleted all the past pictures on Instagram, offcially announcing the end of Céline.

 

 

#DIOR 

 

The new logo of Dior remains the Serif font. And the four letters all change into capital ones. The letters also become thicker, and the length between letters is decreased. The new logo is modern.

 

 #CAVLVIN KLEIN 

 

Raf Simons re-designed the logo of Calvin Klein. He left Dior and went to Calvin Klein.

 

 

Raf Simons joined hands with graphics designer Peter Saville to design the new logo of Calvin Klein. All the letters replaced with capital ones.

 #Burberry 

 

Although not everyone could afford a Burberry trench coat, you must remember the unique logo of the Knight.

 

 

Since Riccardo Tisci was with Burberry, he has changed it a lot. He boldly gave up the classic elements of Burberry, and created the orange-white look. This is the first time Burberry has changed its logo in the past 20 years, and the last time is in 1999, when the "s" in "Burberrys" was deleted.

 

 

The new logo of Burberry is designed by the cooperation of Riccardo Tisci and Peter Saville.

 

 

#Alexander Wang 

 

Just after releasing the co-branded underwear collection with Uniqlo, Alexander Wang announced its new logo. All the letters change to be in lowercase.

Why change logo?

 

Changing logo always brings polarized comments. The new logo of Balmain has new meanings.

 

The sans-serif font is used in the new logo of Balmain, which was criticized by most loyal customers.

 

But the simple and youth logo is easy to remember.

 

The first letter "B" of Balmain was firstly used on bags and shirts of the 2019 Pre Fall collection. The bold letter is impressive.

 

 

Recently, Balmain paid high attention to the social media, hoping to attract the millennials.

 

 

In fact, the new "B" is the new face of Balmain.

 

Millennials in favor of Monogram?

 

Monogarm means combination of letters. The most famous Monogram is the classic LV pattern, which was designed in 1896. The background color is brown, and four-leaf flowers, stars, etc. are all inside small circles, making the unique Monogram.

 

 

Several years ago, some people complained about the monogram, while in 2018 it is prevalent again. 2018's hottest items are Dior saddle bag, Gucci handbag, Fendi collection.

 

 

In 2018, the Kardashians are the key roles in Monogram. Kylie Jenner has over 0.1 billion fans in Instagram, and in the photo she pushed Fendi stroller. Kim Kardashian made a pose beside LV trash bins.

 

 

Social media celebrities make monogram popular as well as attract millennials.

 

 

Burberry seems to be aware of that effect, so it made a great effort to re-design the logo and patterns. In London, Hong Kong, its advertisements are often seen in streets.

 

 

The new logo can increase sales?

 

The changing of logo is not all that good, especially for very famous brands. Some loyal customers are not satisfied with the change of logo. But those brands understand that the times are changing, and future belongs to the millennials.

 

 

while brands are towards the young, it also contains some risks!

 

Take CK for example, Raf Simons was the first designer to be in charge of underwear of men and women, perfume, jeans, accessories and almost all items of fashion collections. Moreover, he also worked in marketing and other creative projects. Under the lead of Raf Simons, CK has changed in a large scale and become more artistic and high-class. The adjustment of logo made CK seem sumptuous.

 

On July 24, 2017, CK announced to change the name of its adult collection to CALVIN KLEIN 205W39NYC, but the new name is too long to remember.

 

 

Raf Simons thoroughly changed the logo, commercials, etc. of Calvin Klein, but he didn't contribute a lot to fashion design.

 

 

The sales of CK is not good enough. The growth rate has decreased. In the third quarter of 2018, the sales rate reduced to 2%, and the profits were 0.963 billion dollars, and the net profits were 0.121 billion dollars, which was behind Tommy Hilfiger.

There is no connection between sales and logo, and design is the key role.

If designers all focus on logo, and then who will design the clothes? Would we be too addicted to logos to forget the real beauty of fashion and clothes?

 

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