Zara has unveiled the new redesign of its logo and the brand has been quick to fashion its new look on Facebook and Twitter. The new logo, which doesn't look starkly different from the last one created almost nine years ago, connects the letters of Zara and adds accentuated curves to the “Z” and “R.” The alphabets in the new logo are much closer together.
Andrew Crombie, managing director of Crombie Design said that if the objective was to signal change at Zara, it certainly does that. “I feel it is a bit too derivative of Harper’s Bazaar, which is from the same designer, although it does link to the original font and adds a little more femininity and sophistication, even with the brutal kerning,” he said.
He added that by choosing a more curvaceous and complex style, even with the brutal kerning, the brand has made a statement against the minimalist, sans serif re-designs that “have become so predictable among fashion brands recently”.
"Whilst I think it could have been more elegantly treated, I think that it is a brave move to create a new image for ZARA. The question is whether the brand can carry it off?" he said.
Meanwhile, Simon Bell, managing director, FITCH was of a view that the logo causing a heap of opinions across social media was part of Zara's objective in changing its logo. He added that the brand wanted to be "less traditional" and this redesign was "certainly a shot in the arm of ‘sameness’".
According to Bell, the more interesting piece of the redesign is if the brand is gearing itself for a "more significant shift", which is less about the merits of the leading and kerning of the typography.
"Fast fashion is a thing. H&M, Charles & Keith and Zara are among some of the better-known brands. Their behind-the-scenes logistics capabilities, that bring catwalk fashion to the high street almost overnight, is staggering. The category is big business and hypercompetitive," Bell said.
In this fast fashion industry, survival involves many factors. He added that one of those is being visible and memorable. "Never will you see any of these brands hidden in a back ‘cool’ alley. They dominate corner locations in high footfall locations. The old Zara logo has been around for some time. Was it being forgotten?… Was it seen as old?… Was it becoming less fashionable?... Perhaps all of the above," he said.
Nick Foley, president Southeast Asia Pacific & Japan, Landor said that Zara’s latest brandmark feels "more of an evolution" than anything "radically different" from where it has been in the past. Although there is no wrong in this, he explained that there is no clarity on what the change is meant to signify or the brand.
"My first impression of the evolved logo is not a comfortable one. It feels like the brand has been compressed. This is particularly apparent given the expansive nature of the previous Zara identity," Foley said.
He added that Zara is a brand that "stands something whilst never standing still". According to Foley, Zara embodies all that goes with a progressive fashion label and its brand identity aligns with the company’s philosophy of adapting quickly to new trends and fads with the younger demographic. He said that it will not come as a surprise if the Zara brand pivots again in the next 12 months.
According to Fast Company, the new look was created by advertising agency Baron & Baron. The reactions on Twitter has been mixed so far:
That is the worst piece of type I’ve seen in years. Was this done by one of those new robots that will replace humans?
— erik spiekermann (@espiekermann) January 26, 2019
— Taya Try ? (@soyuxr) January 29, 2019
— Richard Gooch (@richardjgooch) January 28, 2019
The new Zara logo is actually me trying to squeeze into their clothes…? pic.twitter.com/KNBR5BHg4F
— P.U. 〽? (@captl_P) January 29, 2019
Marketing has reached out to Zara for comment.
Meanwhile Zara, just last November, said it was looking to push online sales through a dedicated worldwide online platform to bring its fashion collections to 106 new markets. Its global women’s, men’s and kids’ collection will be available in a total of 202 markets, underpinned by the integrated store and online platform. The brand currently has stores in 96 markets with an online presence in 49 of those markets. With the store and online integration, orders placed online can be delivered to customers’ homes from the stores in the country closest to where they live or they can be picked up in store, ensuring that customer service is fast and convenient.
This year we have seen several other brands evolve their look. Earlier this month, Mastercard dropped its name from its iconic brand logo of the interlocking red and yellow circles. The simplified logo will now stand on its own across cards, retail locations both online and offline, and major sponsorship properties. Mastercard said that the symbol represents the brand “better than one word ever could”, and the modern design will allow it to work “seamlessly” across the digital landscape.
Soon after, Pepsi unveiled a new marketing platform and new tagline after seven years across its trademark: “For the love of it”. The tagline replaces Live For Now, which was introduced in 2012. Pepsi added that the new tagline was created to “celebrate the pop and fizz of the cola like never before”.
Meanwhile last week, Global smartphone e-brand, HONOR also introduced a new logo and slogan called “HONOR MY WORLD”. According to a press statement HONOR said this is to keep up with the international aesthetic trend and as such, HONOR’s new logo will be in capital letters and with moving colour.