Inditex unveils new Zara logo
Logo redesign seems to be a trend on the rise. Building on the evolution of typography and the growing role of visual identity, the rebranding strategy has led numerous firms to change their image with refined, sans-serif and bold logos, from luxury houses such as Burberry and Balenciaga to Hedi Slimane’s Celine.
The marketing strategy which has heralded new eras at high-end brands now infiltrates into one of the world’s fast-fashion giants. Zara is changing its image. And this, for the second time in its history.
“Coming soon”, a newsletter sent to the chain’s subscribers announced on Friday 25 January. Anticipating the upcoming Spring/Summer 2019 women’s campaign, captured by prestigious fashion photographer Steven Meisel under the creative direction of Fabien Baron, Zara presented a first teaser of the boho-inspired editorial.
The newsletter also unveiled two images from the brand’s men’s and children’s campaign, as well as a further novelty which has not gone unnoticed: a new logo. Devoid of cursive lettering and drop shadows, the new logo abandons straight lines in favour of curves and presents itself with overlapping letters and, unlike luxury firms’ logos, an updated serif.
The redesigned logo had been already used in some of the brand’s marketing material, labels and for capsule collections available exclusively at recently opened stores, and now it has made its debut on the online store (where it appears in blue, orange and black). It is also used in Zara’s social media accounts, and on the corporate website of the group owned by Amancio Ortega.
The logo redesign is the third for the oldest Inditex brand following its most recent update in 2010 and its first ever logo, introduced in 1975. Designed to reinforce the brand’s values, the visual evolution coincides with the launch of Oysho_Sport, the new online category for the lingerie brand’s activewear range.
Known mostly for its trend-led bras, knickers and loungewear collections, Oysho has also recently unveiled a new minimalist logo. It remains unclear whether other Inditex chains will follow suit.
Inditex sales increased to €18.43 million ($21m, £16m) in the first nine months of 2018, representing a 3% increase on the same period the prior year. The group’s third quarter was marked by the global development of its integrated strategy, which is looking to better combine the physical and online experience. In November last year, Zara expanded its online reach to 106 new countries and regions through a new global website, bringing its online presence to a total of 202 markets.
The online rollout will support chief executive Pablo Isla’s ambitions to make all eight chains in Inditex’s portfolio available online everywhere in the world by 2020, he revealed in the autumn last year. The group’s flagship brand Zara, which increased its revenues to €7.91 million ($9.04m, £6.87m) in the first half of financial year 2018, is leading the efforts. And from now on, with a renewed image.
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