We Asked An Expert To Explain Zara's Controversial New Logo

Spanish fast-fashion retailer Zara unveiled a brand new logo on Sunday and it's ... different.

Designed by the globally renowned Baron & Baron ad agency, the new logo replaces the existing design which was introduced in 2011.

Like it's predecessor, the refreshed logo -- which has been rolled out across its website and social media channels -- has kept the brand's name in all capital letters but that's about where the similarities end.

Where the old logo featured ample, almost exaggerated space between the letters -- FYI that's called 'kerning' by those in the biz -- the new one has gone in the opposite direction by squeezing the letters together.

It's a tight squeeze too -- the letters actually overlap each other.

Image: Zara.

Pamela Webber, chief operating officer of global creative platform 99designs, told 10 daily that the fashion giant's makeover was a bold but on-trend move.

"A clean, bold sans serif font with plenty of white space is the design formula du jour in fashion branding -- think Balmain, Burberry, Balenciaga and Saint Laurent -- so it makes sense that a fast-fashion company like Zara would disrupt the industry status quo and do something completely different," she told 10 daily.

Webber said the brand, which was founded  by Amancio Ortega and Rosalía Mera in 1975, has jumped on one of 2019’s hottest design trends by embracing a curvier serif wordmark -- note the curving accents on the "Z" and "R."

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In her opinion, this gives the logo character and makes it stand out from the crowd.

Giving a nod to a custom font that originally appeared in fashion bible Harper’s Bazaar in the 90s is also a brilliant way to demonstrate Zara’s globally successful brand proposition that blends high street and high fashion.

So it's a big 'yes' from Webber.

Meanwhile, over on social media, people are being far less kind about Zara's new look.

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This might just be our fave react of all ...

Feature image: Twitter/@zara.