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.”