Consumers have always considered logos as signals, beacons, markers. We understand brands’ hesitations and prudence when they are convinced it’s time to revamp their logos because they’re no longer in the style of the day. It’s a delicate move: battles between the old and the modern are bound to happen. Sometimes, brands decide to reedit their old logos and associate them to their former packaging – and they make it look like an event. These decisions give birth to vintage editions which always find their fans, especially among those above 40…
Since recently, we can once again find Treets (that “Melt in your mouth, not in your hand”) taken over by Lutti and reedited with their former packaging but in a different color in order not to compete with M&M’s, which was chosen in 1986 to replace them. Pulmoll pastilles have also come back to their historic packaging to offer a limited edition. Logos have always mixed modernity with a vintage touch, and consumers love that because they need to be reassured and surprised at the same time. But a couple of months ago, we’ve seen new ambitions investing logos.
First of all in the fashion world, which has always been considered a different one. But is it really so? It started with Burberry. They changed everything from the logo to the iconic pattern. It could look like a designer’s whim, but a few weeks later, Céline followed. The accent was dropped out and more recently, Berluti modernized its typography and added a date and the word Paris to its name. While Yves Saint Laurent became Saint Laurent with a thick font. All this is very relevant and could be copied by many other sectors.
During years, fashion designers were in charge of keeping “a big name” alive; for which they had a reverence, an almost patrimonial deference. It was all about being inspired by a spirit and making it last while facing it to modernity. It was almost prohibited to touch the logo because business models in the fashion and luxury worlds depended on it. Times have changed because from now on the logo is the first element to be modified: a way of marking a time and indicating a new era.
The logo has definitely become a marker and a sign of power.