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本帖最后由 choi 于 11-28-2018 17:21 编辑
Rob Walker, The Expensive Type; Why so many luxury fashion logos are choosing simplicity over standing out. (in the Pursuits" section)
https://www.bloomberg.com/news/a ... font-in-their-logos
Quote:
"Shortly before London Fashion Week this fall, Burberry Group Plc unveiled a new version of its logo before the first runway collection under new Chief Creative Officer Riccardo Tisci. The old Burberry word mark hadn’t changed much since its 'equestrian knight' was registered more than 100 years ago. It looked like something chiseled into the side of a venerable government building * * * It was created by graphic designer Peter Saville, famous for his Factory Records album covers in the 1980s and, more recently, for his work with Lacoste, Tate Modern, and Yohji Yamamoto. * * * he [Saville] was guided by Tisci's desire for the treatment to work just as well on a gabardine raincoat as on a chiffon blouse.
"a litany of pricey brands that lately have opted for the all-caps sans-serif look: Céline, Rimowa, Diane von Furstenberg, Balenciaga, and Saint Laurent, as well as Saville’s own refresh of Calvin Klein in 2017. All have been transformed into crisp-angled letterforms.
"Yogurt brand Chobani recently unveiled a much-hailed redesign that relies on fat, almost childish curves, suggesting something closer to a circus poster than a granite facade. The Netflix hit Stranger Things has the same feel. In the past year, Coach parent Tapestry introduced a similarly bulbous, whimsical logo.
Note:
(a)
(i) The online title: Why Fashion Brands All Seem to Be Using the Same Font [no question mark]
(ii) Print and the online version are identical.
(b)
(i) both time of first appearance in English and etymology from Oxforddictionaries.com:
(A) logo: "1930s: abbreviation of logogram or logotype"
The English word itself is derived from Ancient Greek noun logos word.
(B) serif: "mid 19th century: perhaps from Dutch schreef 'dash, line,' of Germanic origin"
(ii) logo
https://en.wikipedia.org/wiki/Logo
("An effective logo may consist of both an ideogram and the company name (logotype) * * * Ideograms and symbols may be more effective than written names (logotypes), especially for logos translated into many alphabets in increasingly globalized markets")
(iii) ideo- (combining form): "idea <[example:] ideogram>"
https://www.merriam-webster.com/dictionary/ideo-
(c) Burberry
https://en.wikipedia.org/wiki/Burberry
(Established in 1856 by Thomas Burberry in London; figure caption: "The 'Equestrian Knight' logo (1901–2018)")
(i) That (Equestrian Knight) was an old logo. Note the Bodoni font.
https://en.wikipedia.org/wiki/Bodoni
(first designed by Giambattista Bodoni (1740–1813 [Italian in present-day boundary]) in the late eighteenth century)
Take notice the Latin adjective or adverb prorsum (dictionary form prorsus, meaning forward or onward).
(ii) On Aug 2, 2018 Tisci unveiled at the same time:
(A) The new logo: "BURBERRY LONDON ENGLAND" (all uppercase (as before); without comma; this BusinessWeek article skips the location: "BURBERRY" only).
Font of the new logo is nowhere to be found in the Web.
(B) A monogram for the first time in company history, which is an interlocking (rust) T and (white) B (over honey background; also described as orange, white and beige, respectively) -- initials of the founder.
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发表于 11-28-2018 17:14:22
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