What's behind a fashion logo?

Saks Fifth Ave's classic logo got a recent facelift and some rebranding done thanks to Pentagram's Michael Bierut. Bierut took the logo and chopped it up into 64 squares so that he could rearrange them into different combinations from bags to ads. The typographic look is decidedly modern and fresh for a logo that's thankfully bringing back it's classic script style that hasn't been used for over 10 years. The close up type boxes and the classic, yet modern black and white color give Saks a much needed brand refresh. You can also read more about the brand refresh at the NY Times.

It's fun to see how the logo's changed since 1946.

But that's not where our fashion logo trip ends. Even Kate Moss gets a logo of her own for her new Topshop collection. This one from the ground up.

Veer pointed to an article by CR Blog about Kate Moss' new TopShop line brand created by English Graphic Designer, Peter Saville, in collaboration with typograher Paul Barnes. To follow with Kate's Boho style, the end result is a font based on the font Albro by Alexey Brodovitch who was the Art Director for Harper's Bazaar (well known for their typographic layouts) from 1934-1958.

(Photo above: Albro font sample as posted on Typophile)

Comments

[lisa radon]

Thanks for delving into typography as it relates to fashion. I wasn't aware of the 1955 incarnation of the Saks logotype. Very illuminating and what a snapshot of its time. That's what's so great about type, it's a microcosm of the zeitgeist as well as the aspirations/hopes of its era.

The Moss logotype looks oddly out of time. For the modern girl that Moss purports to be, it feels kind of ecumenically retro, borrowing from multiple eras. And using a mod of a typeface by Alexey Brodovitch (bow at the altar of him) feels a bit reaching. Though I guess I don't know where else one would turn in a bid for both fashion authenticity and authority.

[Ali]

This isn't as high-design as the elegance of simple typography, but I saw a really well-designed site for Vera Wang recently. My favorite part is that a simple, brushtroke drawing of a model is walking down the runway while Vera's Fall line morphs into different pieces on her body. Kind of cool! Check it out: hp.com/vera Enjoy! ;)

[jennine]

i think it's really cool what beruit has done with the packaging, it's an old typography class exercize, cropping logos...seeing what you can get away with. i love logos, and typography (it was my major in college) but saks fifth avenue doesn't really have as powerful of a logotype as say coca-cola or target. it's kind of a ballsy move, but then again it is saks.

the kate moss logo, is pretty. i like it. i think it does capture her sprit, she's enigmatic, a bit of a paradox... it's pretty , but you don't quite know what you're looking at. plus, i can see a lot of great uses for logo, with illustration, or photography. nice reference to brodovich! perfect!

(i'm going to stop geeking out right now...)

[Elizabeth]

Kate Moss' logo looks a little round and squat to be representative of her personality. I would have chosen to go with a longer, leaner typesetting.