Fashion

A Logo is More Than Just a Signature

For many, the logo is a status symbol, but for designers, it represents an important set of shared values.

person human flyer advertisement paper brochure poster collage

Though logomania has fallen in and out of style over the years, the idea of the logo itself has remained a steadfast feature of fashion. Omnipresent, yet often obscured, the logo has become a social phenomenon reflective of the current moment—loud, all-over prints in times of celebration and joy, and subdued versions during times when less is more.

Today, the logo goes beyond a look-at-me signifier: it telegraphs a brand’s culture, and becomes a statement of identity and values for communities to embrace. For example, Telfar's popular, accessible, logo-emblazoned totes are almost ubiquitous among New York’s youngest crop of creatives, representing solidarity with the brand’s values of inclusion and challenging the status quo.

Generating a feeling of belonging, the logo becomes a universal rallying sign which translates in all languages. As multi-disciplinary designer Yorgo Tloupas recently analyzed in our pages: “To last through centuries, a good logo must be simple and immediately recognizable, even if it is only a typo. If you write the word ‘peanut’ with the Prada font, then it’s a Prada peanut.”

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