In a bizarre change from contemporary trends, Zara has forgone its spaced-out-logo for one which has overlapping characters, and is the opposite of what most brands have been striving towards.
Fashion logos are beginning to look the same, and the reason is largely because the are designed for readability and are created to be legible whether resized for tiny mobile screens or stamped on handbags.
And then you notice, “The new branding seems to read like, Zaba, doesn’t it?”
The logo change has faced a lot of trolling on the internet, with many joking that it reflects the sizes of the retailer’s apparels and models. Those who dislike the new logo, there is a chance that the revamp is only temporary, as we have seen many brands make subtle changes for a season launch in the past.
You might have to wait and see if Zara has permanently adopted this new logo. Meanwhile, check out some witty responses to the redesign from both the creative community and shoppers of Zara.
Zara have updated their logo. pic.twitter.com/GhhQziNV1D
— It’s a Fabio ✌︎⁂ (@fffabs) January 26, 2019
Is @ZARA going to push all their display racks together so customers have to squeeze through the clothes to walk through?
Not digging this skinny ZARA. So constricted.
— IBookery (@ibookery) January 26, 2019
In 2035 the logo will have such negative kerning it will flip backwards to ARAZ
— Bobby Goodlatte (@rsg) January 27, 2019
— Erik Martín (@ErikMarJor) January 27, 2019
Zara condensed & Zara too condensed
— JA RAD (@jagradients) January 27, 2019