It is expected for companies to rebrand once in a while, to accommodate trends in the industry.
But when this happens all at once to almost all of our favorite luxury brands, it can be quite overwhelming and take away the identity of each brand.
In 2018 we saw a surge in rebranding and revamping of numerous high fashion, luxury brands changing their logos to a sans-serif font, which is now referred to as ‘blanding’.
Much of this new sans-serif-centric trend is down to a larger, formulaic approach to modern fashion and a number of high fashion brands being owned by publicly-listed parent companies.
In consequence, brands have opted for easily-transferable, universal and minimalistic logos which bodes well with companies’ aesthetics.
For instance, graphic designer Peter Saville created both Calvin Klein and Burberry’s new logos and Bureau Borsche is responsible for Balenciaga and Rimowa’s rebranding as well as bland-centric tweaks to Nike and Highsnobiety’s website.
Luxury goods sales are plummeting online where brands have rebranded to stay on top of other growing online stores such as pretty little thing, Asos and miss guided all similar with bold, sans serif font logos.
The need for a unique, superficial logo is dying due to online shopping where labeling tends to be clearer than it is in multi-brand stores, and this has had an impact on the need for logos.
With online shopping on the rise will brands keep to these identical logos to blend into the digital fashion scene or will they return to their roots and adopt unique logos to differentiate with competitors?
Let us know what you think!