The New ZARA Logo
Fashion and logo design are two of my favorite things so when they collide in a new ZARA logo update, you better believe as a branding agency owner, I’ll be paying for a front row seat. So what's the heck is all the rage over the new ZARA logo? If it’s nothing more than an improvement from the old terrible GAP-style logo, at least it’s that, right? Additionally, I can’t drive my car between the letters anymore, so that helps me pronounce the name without losing my focus before I make it to the second letter. They picked the right font, it’s actually beautiful with the most classy serifs on the market and the thin to thick line contrast. The font alone aligns more to who they are than the previous typeface. Is it a little squished? Well squished isn’t necessarily the right terminology. The letters have been moved closer to each other but the aesthetic it's balanced. Nothing is squished. Have you been to ZARA’s website? Can we instead choose to harp on the fact that you can’t get a good look at their clothes because their models are jumping through the sky in the product photos? No, let’s definitely bash them for trying to move in the right direction with their logo as opposed to the fact that I can’t even get a good look at what I’m ordering when purchasing the latest high fashion work shirt. Does anyone out there remember VOGUE? Yeah, that logo? It’s as classy as the workday is long. Basically ZARA, in my mind, is trying to be ‘vogue’ in their image and direction, according to many things they are conveying, so I think they just might be on the right track if they choose the same or a similar typeface as the magazine that made every woman from the age of 35-45 who they are today.