Whilst working on a new logo design for a client - we were asked to keep the logo simple and text-based (typographic), yet with a luxury feel. Whilst researching it quickly became apparent that many luxury brands (in particular - fashion houses) have all started to converge... They have been swapping their time-tested logos for drastically minimal versions that might seem wholly alike to the untrained eye. Brands such as Celine and Burberry who have used the same logo for decades are replacing their softer / rounder fonts for bold San-serifs.
Crazy to see this right? (PS. The last 4 logos are not real, not yet at least at the time of writing - these designs are merely a prediction by a designer who wishes to remain anonymous...)
Next question, why is this? Well, we think it has something to do with the 'digital era' where 'less is more'. There is a need for a logo to register well in any browsing device, particularly given the vast shift to mobile... But also a way to evolve with the market and stay relevant. San-serifs, when designed chicly, can illustrate the companies they represent in a tasteful, legible manner.
If we look at the Burberry Logo as an example - Burberry is dropping the traditional heritage touches much to the disgust of fans on social media - the new logo now feels part of the website’s UI but it’s also still strong and bold enough to be recognisable in isolation. A toned-down logo means that Burberry's personality and style can shine through its clothing instead.
The logo we recently designed (pictured below) is for a Property Finance company. Bold and neutral logos, especially for tech or corporate companies, communicate to customers that the services they provide are simple, clear and straight to the point. For this company their application forms etc are provided through online applications, therefore, it makes sense to remove the chaos of a complicated logo and have something that sits as part of the apps’ user interface (UI), ultimately letting their services do the talking.
If you are looking to have a logo designed by our team, please get in contact with us - we would be happy to discuss your logo requirements.
To read more on this topic, we have found a great article over at 'Enjoy Digital': https://www.enjoy-digital.co.uk/news/whats-with-the-new-burberry-logo/
Finally - if you would like to view 19 other branding predicition by an anonymous designer, please head on over to DesignTaxi - this is well worth a look: https://designtaxi.com/news/402939/Designer-Predicts-New-Logos-For-Luxury-Fashion-Companies-That-Haven-t-Rebranded/