Some of the world's most famous fashion houses are adopting similar looking logos as a part of new "blanding" trend. Iconic labels including Burberry, Balmain, Saint Laurent, Rimowa and Diane Von Furstenberg have ditched their ornately designed typography logos and replaced them with simple, clean-line lettering instead.
Burberry has changed its typography logo font for the first time in a century. While some experts view the minimalist trend as a sign that fashion brands may be losing their creative flair as they become more corporate, others see it as a sign that there has been a radical shift in what consumers expect from luxury goods.
According to Sarah Hyndman, a London designer and author of Why Fonts Matter, fancy script treatments might suggest the sophistication of a Bordeaux wine label, but in a fashion context they come across as pretentious. To many, this is seen as ‘simply trying too hard.’
