This season we're going loco for logos! Logomania first hit the fashion scene in the 1980s and continued into the 1990s. This was the era where visual arts became big - a key influencer being MTV who enabled music to go from being something that people listened to, to something they could actually see, through video. This gave designers the opportunity to encourage artists to wear their clothing and artists were for the first time, able to show off their own unique styles and showcase their favourite designers through sporting their logos
- key household names included Gucci, Levis, Lacoste and Tommy Hilfiger and sports brands such as Nike. It wasn't just fashion brands that became fashionable to wear on clothing - it became cool to advertise your favourite food and drink logos, such a Coca Cola and PepsiCo. Must-have designer logos were desirable as the fact not everyone was able to afford them, made them the ultimate luxury status symbol.
At the height of the brand's fame in the 1990s under the direction of Gianni Versace, their most notable product was their iconic logo T-Shirt. The logo was designed by Gianni and features the snake-haired greek goddess Medusa. Given his design background, it was important to Gianni to design it himself and it was heavily influenced by the ancient greek artwork that surrounded him as he grew up in Rome, Italy. It is thought that by choosing to incorporate these designs into the logo, it would convey the idea that the clothing is timeless. Its design is purposely colourless, however with the brand's love of grandeur and ostentatious patterns, it is often portrayed in gold. Launched in 1993, only minor changes have been made and it exists as one of the most recognisable logos in fashion.
Gianni chose the Greek goddess as the logo as she had the power of making people fall in love with her
One of the most iconic British brands, the original logo - part of the brand's heritage since 1901 - was as iconic in the fashion industry as the brand itself. The 'Equestrian Knight' logo featured an equestrian holding a shield and was symbolic of pride, purity and grandeur, with the shield symbolising ‘protection’. In 2018, new Creative Director, Riccardo Tisci instructed Peter Saville to reinvent Burberry's logo for a new generation. Famous for the redesign of Givenchy's logo in 2001 and more recently Calvin Klein, Peter is one of the most celebrated artists in the industry. For Calvin Klein, he changed the letters to be all upper case to make it look more like a logo and less like the designer's signature. In a similar way, he went back to basics, using the lettering in the Burberry name to create a clean, bold graphic design - a simple black sans serif font on a bright white background. Chosen for its simplicity, the logo sits clearly with the designer's signature checks, seen in red on the jacket above.
Burberry's 2018 redesign was to make the logo equally wearable on everything from a trench coat to a chiffon blouse
The 'FF' logo - or 'Zucca' as it is officially named - initially featured on a jacquard fabric in the notable shades of tobacco brown and black and was used to line the interior of Fendi's luxury luggage range. Created by iconic designer Karl Lagerfeld in 1965, the inverted letters stand for ‘Fun Fur’. As a brand initially known for it’s luxury leather and fur goods, Karl wanted to inject some youthful fun into their traditional fur line. Fendi was at the top of their game during the 1980s and 1990s logomania trend and the Zucca logo is a prominent part of every collection. The simplicity of the logo is said to be what makes it timeless and it has evolved in design throughout the years, most recently in 2018 to have a more square shape. In 2019, global fashion search engine 'Lyst' reported that the Fendi logo was the most searched for logo of that year.
Karl Lagerfeld created the 'FF' logo by sketching the two initials together in just 3 seconds
When Alessandro Michele changed the direction of Gucci for the AW 15/16 collection, he didn’t only change the face of Gucci from it’s paired-back minimalist style, but he influenced the industry as a whole, making the flamboyant and logo heavy fashion of the 1980s and 90s cool again. Gucci’s iconic logo is the interlocking ‘GG’ and Alessandro chose to resurrect it, making it bigger and bolder, featuring it at the heart of all his designs. One of the hero products was the reintroduction of the ‘GG’ monogram belt and at this time the Gucci's 'GG' logo tee took over the fashion scene, worn by everyones favourite celebrities and fashion bloggers. Alessandro has openly spoken about his reinvention of the logo and how it was the thing he was most excited about when he took the helm. In a twist on the original, he chose to give it a playful edge, pairing it with graffiti style graphics and ironic cartoons, whilst their signature red and green stripes feature within the designs.
The reinvention of the Gucci logo changed the DNA of the brand to appeal to a new generation
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