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'Blanding' of iconic logos

Updated: Apr 8


Massimo Dutti logo

Is the new trend of simplicity sacrificing soul? Massimo Dutti, the Spanish brand known for its timeless elegance, has unveiled a new logo, marking its entry into the controversial trend of logo simplification. As the latest in a string of fashion houses to undergo such a transformation, Massimo Dutti's decision has reignited the ongoing debate surrounding the balance between modernity and brand heritage.


In a bid to stay relevant in an increasingly digital landscape, the brand has opted to shed its traditional and distinctive logo in favour of a sleeker, sans-serif iteration. With this latest rebranding, Massimo Dutti joins the ranks of other fashion giants, in what critics have dubbed the 'blanding' of logos. While they argue that the new designs enhances readability and adaptability across various platforms (as mobile is now so widely used for viewing), the new logos lose the trademark look.




As consumers increasingly turn to digital channels for their shopping needs, brands face mounting pressure to streamline their visual identities for optimal online visibility. However, in their quest for simplicity, brands risk diluting the essence of what makes them unique and are all ending up all looking all very similar.


I personally love the old versions of these logos, they have a timeless look that was instantly recognisable and exuded the essence of each brand's unique style and emotion. Fashion is an art form that highlights individuality and self-expression, and these logos did that. With the trend towards 'blanding,' there's a risk of losing the uniqueness. Just as fashion designers strive to create garments that stand out and reflect their distinct visions, logos should serve as visual signatures that capture the essence of a brand's identity.


By simplifiying their logos, fashion houses risk diluting the very qualities that made them iconic in the first place, diminishing their ability to captivate and inspire. In a world where differentiation is paramount, preserving the distinctiveness of these logos to me is crucial.


What are your thoughts on Massimo Dutti's  and other fashion brands logo transformation?

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