Zara’s Old and New Logotype

What’s In A Name?

Nothing divides opinion quite like a logo change, but take a minute with #Zara’s. It’s an evolution, not a full revolution; they are hoping to make you think differently about the brand, albeit subtly. The new serif font is more elegant than the original sans serif, moreover, it is reminiscent of editorial fashion, such as #Vogue, as opposed to ‘label fashion’ like #Gucci. (Although it is a bit of a shame that it echoes a font designed by their agency, @Baron & Baron, rather than being original.)

Yes, the spacing is tight but the overlapping font is more interesting than the existing logotype (and conducive to social media profile roundels!).