Listen: Zara, Kimberly Adams, Stephen Jumper discussed on Marketplace
"And rent this one out for income in Houston. I'm Amy Scott for marketplace. The Spanish fast fashion companies Zara gave itself a little bit of a makeover this week. It's got a new logo the new ones more compact than the old one the letters are closer together. The font is fancier to as consumers today tend to do people have been weighing in on social media. They love it. They hate it. A whole lot of emotion for you know, a logo. But as marketplace's Kimberly Adams reports fashion is not the only thing that goes out of fashion. Zara is well known for keeping pace with the latest in fashion. And there's nothing last season about its new logo. Stephen jumper is with the ghost note agency, a branding firm here in DC SARS, new logo is a pretty stark pivot away from design trends that we've been seeing brands embrace over the past several years, he says the new logo leans more towards the look of luxury brands like Gucci and Chanel other companies, especially some of the tech firms that have rebranded recently thinks slack or Spotify have gone. For a simpler, look logos. That were at one point a little quirky or or a little bit more stylized, and they've really now kind of become much more streamlined and simplified Marlene Morris towns teaches advertising at Georgetown, she says changing logo can help accompany create a different impression recognize a merger or a policy change. And then there's also the consideration about how brand logos are going to look on people's smartphones and in small technology spaces, ipads, smartphones and things like that. And it certainly doesn't hurt when a new logo generates a lot of buzz of any kind says, Stephen jumper. It goes note. I think in many ways Zara has already accomplished what they set out to do. They have people talking about the new logo, good, bad or indifferent. We're not for those new scrunched up letters. We probably wouldn't be talking about Zara today in Washington. I'm Kimberly Adams for marketplace. Coming up right now, we're working on ways to say the big game party."