Logos are an affirmation. In the fashion industry, logos are a status symbol that you wear on the outside. That is certainly the case with premium brands. It started with the first wave in the 90s, when we had the bold D&G prints on pullovers. It was very clear that more was more. Logos were the pass that got you into the “exclusive club” of people who could afford luxury brands. Merciless copying of these brands meant it lost its charm and became quite the opposite: the expression of mass junk. This wave was then replaced by the countertrend: understatement. Loud flaunting was out and people practised a new modesty: less is more. Brand logos almost disappeared entirely and only insiders were able to recognise a brand from elements of its style.
Lufthansa’s new look is a model example of thoughtful and intelligent modernisation of a long-established brand. The new look exudes the feeling and respect for the brand and its history, and you get a sense that design methods have been correctly used.
RIMOWA, the Mercedes of luggage brands, has given itself a new visual identity and simultaneously relaunched its logo. When looking at the new logo, one has to mention that it is actually the logo – otherwise one might assume it was plain text typeset in a sans serif font. And this is where the drama […]
Actually, this isn’t completely true. Brands that expanded during the era of digital transformation no longer have a traditional logo with fixed specifications incorporated into a rigid system. Logos that have primarily been designed to work on digital platforms have to meet new requirements. They always needed to be simple and succinct – but now […]
Fanta has become a brand again. Finally! The new logo is compact, distinct, fresh and confident and quite simply fun. Comparing the new and old logo directly, it’s like the sun has risen – that’s how radiant the colours have become. The complementary contrast of orange and blue is shown to optimum effect. Typographically, the […]
The new MasterCard logo is reduced to its essence without losing its recognition or roots. The two iconic overlapping circles are now – freed from lines and a long-in-the-tooth typography – clearer, more unambiguous, thus become even more powerful. They stand for a smooth and trouble-free cross-linking and merging. This is the purely graphical viewing. […]
The “old Instagram logo” was personable, approachable, and easily decipherable, but it certainly was not a masterpiece of graphic design. And it would soon become boring, so a relaunch should be understandable. It can be understood as its extending its positioning from a “pure image archive” to a communication platform. Yet, uniqueness, a top priority […]
“Iconic brands” are always regarded as the original. They are in the position to claim something for themselves, be it a colour, shape, or logo. The stronger and more unique the brand characteristic codes are, the better the chances are to assert oneself in strong global competition. Coke has at its disposal a unique bottle […]
It is holiday season and so the obligatory question comes up: where are you going? My answer, as for the last 7 years: Turkey. Then, almost like a Pavlovian reflex, comes the next inevitable question: Antalya? As I was recently quite seriously asked whether Turkey had more than one airport, I spontaneously decided to make […]