NEW LOOK'S LOGO

NEW LOOK'S LOGO

• https://www.drapersonline.com/news/new-look-updates-logo-to-strengthen-identity/5055799.article

- New Look updated its logo in 2013 to 'strengthen it's identity'

- the new visual identity was a move to upmarket itself against some of it's competitors such as Topshop, River Island and Zara 

- CEO Kristiansen said that the variety of logos made it confusing for shoppers and some of the branding had a lower-end feel. "Moving from several different logos to one will strength the brands identity and will ensure our fantastic product is easily recognisable"

These are New Look's old logos;

This is New Look's new/current logo; 

Clearly they have decided to go for a more bold, sharper appearance. The letters are all in capitals and exactly the same size as each other. This is very different to the old logo whereby the 'new' is very stretched and curvy, and the 'look' is completely different in lowercase lettering and a different font. Their is clear spacing between the lettering in the new logo too, creating a more bold and easy to read appearance. The old logo was designed in three different colour ways too, which probably caused confusion for consumers (which the CEO stated himself). 

New Look often also attach the phrase 'for the love of fashion' to their new logo too, which is their brand catchphrase and gives them more brand identity and memorability.