Zara Has Changed Logo For The First Time In 8 Years, But Netizens Are Not Very Good At It.

Recently, with the 2019 Spring advertising on the line, Spanish fast fashion brand Zara replaced the new logo, retained the Serif, and the letters became slender and compact.

At present, Zara's official website and twitter, Instagram official accounts have been replaced by new logo, but micro-blog, WeChat public platform and Tmall flagship store have not been replaced.

This is already the "third generation logo" of Zara, and the last change of logo was in 2011.

The first generation of logo before 2011 was well regulated, and the font spacing and letter size were normal.

In the second generation, the letters were squashed, and the spacing between letters increased.

With this logo, Zara has opened up the pace of global expansion, so the second generation of logo is also the most widely known.

The only thing that does not change is that Zara has been using serif fonts.

Although Zara has not officially announced the replacement of logo, some netizens have noticed it, and most of them have negative comments.

Someone said, "Zara, please reconsider this new logo before it exceeds the head of the personal data page."

Twitter users Breno Frias said: "Zara's new logo is wrong in many ways. It's hard to list a tweets, such as ridiculous spacing adjustment, no creativity, etc."

Some even predicted the next logo change of Zara - almost all letters were attached, which is clearly a nonsense guess.

But it can be seen that opponents generally aim at the compact sense of new logo.

Twitter netizen Nassos Kappa believes that the two logo change of Zara is obviously following the same design direction, that is, toward advanced and luxurious brand style.

2018 is the "big year" for the luxury sector to replace logo. In this year, Rimowa, Fendi, Berluti, Burberry, Celine and Balmain have changed to new logo.

These new Logo have a very similar appearance: discard the original calligraphy and painting, the sans serif typeface and the more compact letter spacing with the brand story.

South Korea's skin care brand Innisfree has also changed its Logo, following the same direction -- towards a simple sense of high quality, complying with the preferences of the millennial consumer groups.

It is not hard to guess that the new logo of Zara may also be out of consideration.

In the past year, Zara has made many changes in brand development. It may be a natural step to change logo.

If you pay attention, you will find that Zara's bag is also changed from ink blue to a more advanced kraft paper.

First, a AR application was launched; then 106 new lines were added to the market, and the target of global coverage was launched. During the period, the first concept store was opened in Shanghai, China, and the ambassador was invited. At the end of the year, Zara launched the multicolored lipstick and formally entered the make-up industry.

The reason for Zara to enhance product mix and technology application is likely to be a gradual slowdown in performance, so that it has to find new growth points and enhance consumer experience.

Even in April 2018, Inditex, the parent company of Zara, surpassed Santander Bank (Santander) at the market value of 14 billion 837 million euros and became the most valuable brand in Spain.

However, the growth of Inditex in the first half of 2018 was greatly slowed down by the backlog of store inventory and the increase in rentals.

Author: Jia Lin Wei