While a fashion label carries the must-haves that you dream of, they also work on advertising the brand in unimaginable ways. We have all been pulled into the black hole that is social media and media per se, and we can agree that it is through mere reading, seeing, watching and hearing that fashion moguls have attracted us to visit their respective stores.
Once hooked through advertisements on paper, airwaves and the Internet, we found ourselves carrying paper bags of goodies that we never even thought of touching. Branding and labeling is one of the many tricks that the fashion industry uses to pull us all in, and it is through this that they’re still alive and kicking as of today.
We have all been aware that the linked letters of C’s represent the exquisite brand Chanel, the unimposing G’s will definitely pop Gucci in your head and the majestic L and V’s would equate to Louis Vuitton. By the mere use of their logos, fashion brands rely on the power of advertising to make their products sellable, reach a larger target audience and be known all over the planet.
When you think deeply of the logos and brands that you encounter at shopping malls, you might be able to notice that most of them use the “black letters on white canvass” technique. What’s with the minimalist vibe, you ask, and why will this be good when it looks boring or bland to the human eye?
Exactly on point, creative designers don’t aim to please the fancy of the eye. Instead, they aim to catch your illusive attention. The black and white combination induces curiosity instead of downright interest. Once the colors black and white enter your vision, it will send neurons to tap the brain into releasing chemicals that will not entice you to go the store directly, but boggle your brain with plain curiosity.
The safety of the minimalist approach is also one consideration that has been thought of, hence the use of this naïve style. The simplicity emanated by these logos give the brand a clean and crisp slate in the minds of the consumers. The comfort that nothing would go wrong in this style scheme has been proven since time immemorial.
The battle of the logos is definitely based on the font and style used. While all have resorted to following the minimalist trend, they would be breaking the ties in how they would present the brand name itself. Most have clung to the notion of sticking with the name as it is, while others took risks in putting a graphical representation of what the product is.
Abercrombie and Fitch has a deer together with the black and white gaping spaces brought about by their long brand name. Zara and Alexander Wang both subscribed to using thin and bold fonts respectively. Ted Baker of London, a prestigious clothing brand, makes use of a black canvass topped off by a white font.
Balenciaga has the mirrored letter B’s with small lines intercepting it. Burberry got their name spelled simply with a majestic knight on a horse depicted at the top. Cartier managed to give a dramatic impression of using the usual cursive writing.
Coach uses bold letters enclosed on a square with convex ends. Diesel followed the Ted Baker style of using a black canvass. Esprit uses broken lettering. French Connection plays with their smartly played ensemble of letters F-C-U-K. Gant and GAP uses the power of thin letters and bigger white spaces. Hermes’ logo stands proudly with a horse carriage on the top of the brand name.
The legendary Lacoste shows their eponymous alligator. Mossimo uses scrawled letters on black. Nautica portrays a sail. Prada looks regal due to the playful borders. Lastly, Ralph Lauren shows the polo player on horseback perched between the names.
In a world where advertising plays an essential role in product building, the conventional is still the best and most suitable option of the largest fashion conglomerates from all over the world.
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