ZARA has unveiled its new logo. Designed by the Baron & Baron agency, the logo replaces the excess spacing in the old design with overlapped letters. To complete the look, the designers have added curving accents on the “Z” and “R.”
The new logo is the second time the brand has redesigned its look, but not everyone is a fan. Designer Erik Spiekermann called it “the worst piece of type I’ve seen in years,” while others took the opportunity to turn the logo into a meme.
ZARA is the latest brand to undergo a redesign, but its choice of serif font sets it apart from the cleaner sans serif logos that have been slowly taking over the fashion industry. Last year, Celine controversially dropped the accent from its name when Hedi Slimane came on board and Burberry unveiled a stripped-back logo and monogram.