Is this the first death knell of sans-serif font?
has begun in earnest after the British brand unveiled a series of campaign images featuring new brand ambassadors and, crucially, a new logo.
Traditionally, the logo of a ‘luxury’ brand was heavy on the flourishes and tails, evoking legacy and heritage and a rich history of leather-bound books etc. But over the past few years, a series of brands ditched their longstanding logos for ‘cleaner’ versions. Berluti, Balenciaga, Celine, Saint Laurent, Balmain, Calvin Klein, Rimowa… the list goes on. The likes of Microsoft, Google and Spotify set the trend, and luxury followed suit.
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