With the recent revivals of fashion houses like Gucci, Balenciaga (post Wang obvs) and Louis Vuitton over the last few years, the power of brand iconography has has proven to be more important than ever. While brand history is good and looks nice in a press release, sadly the modern young customer simply doesn’t care what that brand did 10 years ago, they are too consumed in their social media and the current moment to notice anything else. It’s funny that the more information has become available, the less willing the younger generations are to educate themselves. But they are interested in that brand logo, the bigger the better or should I say the bolder the better. They want everyone to know what they are wearing without you having to double tap that instagram pic.
Which is where these revived brands have been successful. They embraced their logo and made it their identity. Just like Tommy Hilfiger, Polo Ralph Lauren and Calvin Klein did in the 90s and funnily enough today as they have revivals themselves, modern luxury labels are embracing their cash cow logos and putting them on everything from phone cases to flip flops. But some do it ever so tastefully that you can’t help but fall in love with them, enter brands like Gucci, Balenciaga, Louis Vuitton and one of my absolute favourites Loewe. While still perhaps considered an underground label in terms of household status, Loewe have cleverly used their logo as more of an identifiable symbol so that fans of the brand can connect with one another while those who aren’t in the know can just admire a stylish symmetrical graphic. Now to me that is the power of a great logo when it identifies more than just the brand, it identifies style.