Opinions for and against aroused soon enough, and as often happens lately, Twitter and other social networks were the battlegrounds for detractors and defenders to throw their arguments about Inditex\u2019s flagship brand new image. <\/p>\n\n\n\n
BrandSmith\u2019s\nCreative Director Miguel Garc\u00eda Mach\u00edn explains that the change reflects a new,\nmore aspirational and luxury market positioning for the Spanish firm: \u201cThese\ntypographies \u2013Didot or Bodoni like\u2013 already used by the end of the XVIII, have\nbeen widely applied in the luxury fashion segment; with this new logo ZARA\nseeks to position itself in the niche of the big brands\u201d. While a trend towards\nuniformity is coming about with brands adopting black logos with san serif\nfonts, clean, clear, bold, simple and somewhat open in their kerning \u2013Balenciaga,\nCeline, Burberry, Saint Laurent, Fendi etc.\u2013, \u201cZARA goes countercurrent\nreturning to the tradition of the \u201cbodonian\u201d serif typefaces, so\nelegant and typical of the world of fashion and luxury accessories with a twist\nof aspirational vocation\u201d, he points out.<\/p>\n\n\n\n
In this\ntypographic context in which Fabien Baron\u2019s agency \u2013Baron & Baron design\nstudio, creator of ZARA\u2019s new logo\u2013 seems to move, fundamental editorial\nreferences such as Vanity Fair, Vogue, Elle, Harper\u2019s Bazaar as well as brands like\nGucci, Bulgari, Cartier, Armani, CK and many others have been, and continue to\nbe, in the collective imagination. <\/p>\n\n\n\n
Baron &\nBaron design studio, whose founder Fabien Baron has helped design the logos and\nguard the image of a wide range of luxury brands such as Dior, Coach or Bottega\nVeneta, is, as already said, the author of ZARA\u2019s new logo that follows the\ntendency of other firms that bear their stamp. Undoubtedly, the selection of\nthis studio is not casual, nor is the new typography that identifies the\nSpanish company, and perhaps offers a clue to the new positioning pursued by\nthe Arteixo based firm: with its elegant logo in capital letters, the new ZARA\nimage evokes the legacy of high-end historical brands.<\/p>\n\n\n\n
This is not\nthe first time that ZARA has been restyled. Since its launch in 1975, it has\nchanged its logo twice: in 2010, when the original logo with which the company\nwas inaugurated was stylized and given a greater kerning; and now. And although\nthis new logo had already been punctually used last year in communications with\nthe press or in ZARA\u2019s online platform, the company has now decided to\nimplement it at all levels.<\/p>\n\n\n\n
Of course,\nthe new ZARA logo bears similarities with that of 2010. Both display ZARA\u2019s four\nletters in capital letters and in a serif font. But while the previous logo had\na large space between letters \u2013kerning\u2013, creating a feeling of lightness and\nminimalism, the new logo gathers all the letters, intertwining with each other.<\/p>\n\n\n\n
Garc\u00eda\nMach\u00edn explains that \u201cwithin a universe of luxury brands that use similar\ntypographies, in one ink, usually black, in this case, Baron & Baron has\nforced with determination and a certain boldness the space between the letters to\ngain singularity\u201d.<\/p>\n\n\n\n
Some experts, such as Elizabeth Segran, a regular contributor to the Fast Company<\/strong> publication, describe the effect of the new ZARA logo as \u201cclaustrophobic\u201d. However, he points out that \u201cit is very difficult to venture why the company has decided on this design, I understand that there are important strategic reasons that have been correctly addressed\u201d, and concludes that, \u201cin addition, this design has something important to its favor: the attributes to which it seems to respond, uniqueness, differentiated elegance, unusual personality and a touch of controlled rebellion. In addition, morphologically, the new logo optimizes its surface, providing greater visual footprint in all the media on which it is applied and, what is even better for a brand, a footprint not only bigger but deeper in the iconographic memory of the target audience\u201d.<\/p>\n","protected":false},"excerpt":{"rendered":" Whiplash Team. February 2019 Zara\u2019s new logo suggests a change of positioning January was coming to an end when ZARA surprised the market with a new logo. Opinions for and against aroused soon enough, and as often happens lately, Twitter and other social networks were…<\/p>\n","protected":false},"author":2,"featured_media":29261,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[23,24,28,25,26,29,27],"yoast_head":"\n