Branding and the Evolution of Apparel Logos
The role of logo design is expanding as more and more businesses compete for the attention of consumers. In essence, logo has grabbed the spotlight in the branding world. A very dramatic display of such phenomenon lies in the apparel industry.
If you don’t believe me, just look outside your window and see the different clothing logos. Do you see any pattern? Those who are old enough know that these symbols are more exposed than they were 20 or 30 years ago. In those days, most logo designs of different brands are usually hidden on the inside of the collar. It later evolved to small logos on the chest just like Ralph Lauren’s horseman logo and Lacoste’s crocodile logo.
The rise of supersized logo design
The early 90s mark the dramatic scaling-up of logos. Perhaps the Tommy Hilfiger brand is the most fitting example of this trend where logos are really bloated. Even RL’s horseman logo is generally bigger these days. Consumers have become walking billboards of brands from head to toe.
Branding and culture
More than the size adjustment of logos, there’s a deeper shift in branding strategy. A brand is no longer a product but an idea or a set of values. Kodak is not selling cameras but memories. Nike is not just an athletic shoes company but a symbol of greatness. iPod is no longer an MP3 player but a lifestyle.
