What is a logo? According to Wikipedia, it is a graphic sign, emblem, or symbol used to help and promote the identification and recognition of something. It can have an abstract or figurative design, or it can contain the text of the name it represents in a wordmark. Logos have never had more influence in the fashion world than in the 2010s. In the digital age, logos and monograms remain as one of the most important marketing tools.
New Generation Emojis
The trend of logomania began in the late 80s and early 90s, where graphic design was thriving, and the street fashion was full of Tommy Hilfiger, Calvin Klein, Donna Karan, and other logos. The trend of minimalism, on the other hand, began with Phoebe Philo in the 2000s. Before social networking, you would usually get asked on the street what are you wearing, however, with the arrival of social media, the question became a hashtag: #OOTD (Outfit Of The Day). What’s more, you could easily showcase the brands that you were wearing, and it would be foolish for fashion brands to overlook that kind of marketing opportunity. Nowadays, many of us are interested in what brands the people we follow are wearing, and the tag feature is a very convenient way to find out. However, the appearance of a logo makes this process so much faster and easier. Its graphical and colorful stances get the attention of social media users in a very short time. This process is a new addition to the fashion vocabulary: typographic fashion.
In the social media era, we spend an average of 90 to 120 minutes a day scrolling through our feeds. We can say that logos resemble emojis in many different ways. Thanks to that, an Instagram photo is now as effective as a billboard in the city center. For this reason, brands began to bring their logo and monograms back to the agenda. Logomania trend, which started last year with t-shirts, began to rise with bags such as Fendi Baguette and Dior Saddle in Autumn / Winter 2018/19 season. And, surprisingly, this continued in Spring / Summer 2019 season as well: Gucci socks and pants, Fendi sweatshirts, Chanel shirt pockets and belts, Burberry dresses, and more. Brands such as Celine, Balmain, Calvin Klein, Balenciaga, and Diane Von Furstenberg entered the race with brand new logo designs, and some brands released capsule collections inspired by the logo trend. Although some traditionalists have criticised the removal of the accent on Celine's logo or the removal of Yves from Yves Saint Laurent, recent attempts have repeatedly proved that the logomania trend is not going anywhere anytime soon.
Longchamp's Changing Face
Christian Dior, Chanel, Burberry, Louis Vuitton, Saint Laurent, Balenciaga, Balmain ... These are the industry's most established fashion houses, each with different genetic codes that are passed from generation to generation. In order to preserve and strengthen the presence of these brands in today's digital world, creative directors have a difficult job to do. Undoubtedly, adding new generation consumers to the portfolio without losing the loyal customers is a very challenging process, especially when it comes to an exaggerated, ironic trend, like logomania that some may even consider ridiculous. In Summer 2019, many designers revealed capsule collections, interpreting excessive logos with a touch of sophistication. The first was the Louis Vuitton Monogram Giant collection by Nicolas Ghesquiere. In 1896, Georges Vuitton created the iconic four-leaf floral pattern that has been interpreted in different ways by Stephen Sprouse, Takashi Murakami, Richard Prince and Yayoi Kusama throughout history. The logo has become so iconic that it already says everything about the brand itself.
One of the most unexpected collections of was Burberry's Spring / Summer 2019 which revealed the new logo and monogram, made by graphic designer Peter Saville. The collection's campaign starring Gigi Hadid showcased garments and accessories printed the new monogram but that still looked sophisticated. Hadid's best friend Kendall Jenner is featured in Longchamp's latest campaign as a brand ambassador, sporting the brand's new monogram. After going through some changes, Longchamp has hinted about taking part in New York Fashion Week. Inspired by the Bauhaus movement celebrating its 100th anniversary in 2019, this geometric logo creates an eye-catching optical illusion with neon colors. Saint Laurent's Monogram All Over bag collection, which was launched exclusively for Spring / Summer 2019 season, consists of six different pieces. Suede Bucket, Camera and Satchel models, which are produced in two different colors like black and burgundy, seem to touch the hearts of those who want a bag that can be passed on to their grandchildren from generation to generation. Valentino's VLTN logo and Miu Miu's new monogram design are among the highlights of the trend. So, if you are looking for an alternative to the minimal models of brands such as Jacquemus, Nina Ricci, Bottega Veneta, Proenza Schouler, Roksanda, Victoria Beckham, the rising logomania trend is among our suggestions.