A time-tested formula for brands whose glory days are behind them has come to be rebranding by dropping part of the original name, and releasing an edgier darker logo. YSL did it going from Yves Saint Laurent to Saint Laurent Paris. Pierre Balmain changed to Balmain Paris. With Christian Dior's Monsieur range changing to Dior Homme. Now the faded glamour that was Salvatore Ferragamo is attempting to ape this, however with a name with only two parts, the choice was to scrap it or go for either. They decided on the latter, and the brand will henceforth be called "Ferragamo".
All the usual design touches are seen. Bold font, large space around the logo to give a minimalist feel, elegant spacing. Frankly, we've seen it all before, and it feels a bit like the business card scene from American Psycho deciding on whose looks more elegant. In short, it's a nice, safe, new look, and their director chose well picking Peter Saville for the logo.
The thing that made all the other houses shine following a rebrand was a new direction in their merchandise. Before Hedi Slimane streamlined Saint Laurent Paris it was a dinosaur known for decades of ugly mens suiting and a few years of questionable design choices under Tom Ford. Slimane changing the logo was dramatic, but what he did to the brand made it a rock and roll edgy brand again and go to for those looking for luxury sharp elegance with an edge. If Ferragamo change their logo and keep making the same frumpy clobber, this will be forgotten in a few years, and they will need to try again. Who knows, maybe they can try calling themselves "Salvatore" next time?
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