Massimo Dutti Gives Its Logo A Dramatic Wardrobe Change
Screenshot via Massimo Dutti
Massimo Dutti, the sister brand of Zara, has undergone a brand revival that sees a much more dressed-down logo. Unveiled alongside its limited-edition Spring/Summer 2024 collection, the overhaul has drawn mixed responses.
The previous mark, which had been around since the 90s, sported a cursive signature style that conveyed a sense of elegance and heritage. The makeover takes a decidedly simpler approach, with the brand name displayed in a clear, upright typeface, with clean ines and consistent kerning. It maintains a slightly handwritten look, but appears straight out of a fashion magazine.
View this post on Instagram
This modernization seemingly reflects a desire to cater to a contemporary audience while retaining a touch of quiet luxury.
View this post on Instagram
View this post on Instagram
“In terms of displaying one’s unique personality, we believe in the potential of apparently subtle elements and refined changes,” the brand explains on social media.
How do you feel about the @massimodutti #rebrand? #design pic.twitter.com/3scDySvAoR
— Roman Ruska (@ruskamartin) March 26, 2024
Clearly, this logo isn’t cut from the same cloth as its predecessor, and its introduction has thus elicited dramatic reactions from the public. Some applaud its “clean, neutral, and modern” vibes, while others lament at the retailer’s decision to follow in the footsteps of other fashion greats that have taken the “reblanding” route.
Oh for f**k’s sake, another one bites the dust.#MassimoDutti joins the ever-growing list of reblands in the #fashion industry.#Logo #Design #Inditex #Brands #MarketingTwitter #Marketing pic.twitter.com/aI8r7Zty50
— BrandGully (@BrandGully) March 25, 2024
“It’s cool and modern but I like the old one more because it’s more authentic and original,” one person comments.
“Less signature, more mass,” another responds.
RETURN TO SENDER!!!!!
— Julia Chesky (@juliachesky) March 25, 2024
Was the brief “we want to be unique just like everyone else”? https://t.co/c3Rf7ODa4G
— Courageous (@Courageous_HQ) March 26, 2024
Within the family, Inditex-owned Bershka itself adopted a cleaner visual identity last year, suggesting a group-wide strategy to present a more streamlined and unified portfolio.
Besides donning a new logo, Massimo Dutti is set to unveil a revamped store interior design concept and a focus on visual storytelling in its communication channels.
View this post on Instagram
[via UnderConsideration, Fashion United, Fashion Network, images via various sources]
