New Year’s resolutioners aren’t the only ones hoping for a new look in 2019 — fast-fashion retailer Zara changed its logo for 2019. And the change, which features a new font with overlapping letters, isn’t sitting well with customers.
Since the company started in the ‘70s, the brand has only ever changed their logo twice, once in 2011 and now in 2019. The first change was fairly subtle, they simply added some spaces in between the letters creating the logo that customers know and love today. The 2019 design got rid of those spaces — and then some — creating the jumbled, overlapping logo that will be everywhere before we know it.
Designed by creative firm Baron & Baron, their founder Fabien Baron also created the visual imagery for the new Zara marketing campaign. Baron helped design typography for many luxury brands, like Dior and Coach. Perhaps this feeling of luxury is what Zara was trying to achieve?
What do their fans thing of the new look? Well, very few are impressed. People took to Twitter to point out their disappointment. Some users thought the brand made a mistake and forgot the spaces.
— Silvia Sguotti (@SilviaSguotti) January 30, 2019
Others noticed a comparison between their new logo and the size range of their clothing.
— Michael Badham (Double Verífied) (@Badham) January 30, 2019
While some compared the cramped logo to their cramped racks during a sale.
Zara’s new logo is a nod to their over stuffed clothes rails at sale time pic.twitter.com/Myo46jB1wg
— Craig G Mo 🎄🥑🍇🍑🎄 (@craig_g_mo) January 31, 2019
One user said it’s perfect—because it represents how they feel when they’re in a Zara store, “constricted, anxious and stressed.”
The new Zara logo is honestly perfect, in that it perfectly illustrates how I feel when I’m in Zara constricted, anxious and stressed pic.twitter.com/hKxZ5VRdU8
— Dáithí (@dvidmaguire) January 30, 2019
Bottom line? Fans aren’t into it. But it’s only a matter of time before this logo becomes the new normal and people forget the old one even existed.