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Why Heritage Brands are Sprucing Up Their Logos

Iconic brands are rethinking their logos.

Along with luxury labels like Fendi and Burberry, Dockers announced it will roll out a new logo across all global omnichannel communications for Fall ’18. The logo is a riff on the brand’s 1986 logo, the same year the Levi Strauss & Co.-owned brand launched its famous khakis program.

Like the original, the 2018 logo features the brand name in stencil lettering and the wings and anchor motif that pays homage to Dockers’ seaside roots. A banner with “Est. 1986” replaces the original “Levi’s” banner.

The move aims to reinforce Dockers’ place as the original khakis brand, while speaking to nostalgia-loving millennial consumers.

“As the creators of the khaki category, we are proud of our rich history. Returning to the original logo not only celebrates our roots and heritage, but signals a new chapter for our brand. Over 30 years ago, we changed the way men dressed. Today, we continue to give men that confidence and comfort they need to be ready for anything,” Karen Riley-Grant, vice president of global marketing for Dockers, said.

Dockers is one of several heritage brands reexamining their logos—and for good reason. Levi’s recently reported that its Q2 women’s tops business increased 38 percent due to demand for logo tees alone.

Calvin Klein’s accessible logo tees and underwear have been among the brand’s bestselling items for several seasons, and now the brand has launched a diffusion line, Calvin Klein Jeans Est. 1978, offering more branded options. The collection sits in the upper echelon of the mid-tier market with retail prices spanning $50 for tees to $700 for outerwear.

This summer, The Gap introduced the “Logo Shop,” a men’s and women’s collection of tees featuring logos from the ’90s. The line also includes throwback totes, slides and a Gap belt buckle that is similar to Gucci’s popular double G belt buckle. The collection is the centerpiece of The Gap’s concept shop adjacent to its Fifth Avenue flagship in New York City.

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Luxury brands are readjusting their logos, too. Burberry announced last week that it is changing its logo for the first time in two decades. Under the direction of its new designer Riccardo Tisci, the British brand is streamlining its logo with san serif lettering in all caps. The minimalistic logo is a sharp contrast to the brand’s previous traditional serif design. The brand is also introducing a new monogram made of interlocking T’s and B’s for founder Thomas Burberry.

In March, Fendi revived its signature FF logo in a youth-focused streetwear collection that spanned bum bags to sport slides. The bold logo collection is throwing the Italian luxury label back into the spotlight, thanks in part to celebrity endorsements by Kim Kardashian and Nicki Minaj. Lyst recently reported that online searches for pre-owned and new Fendi designs are up this quarter.

Christian Dior’s retro logo blanketed the revival collection of the saddle bag this summer, the brand’s “it bag” from the early 2000s. The French label is also playing with simple block letters on Instagram-friendly items like friendship bracelets, visors and canvas totes.

And Versace, known best for its opulent baroque patterns and stately lettering, reminded the world of its simple logo design from the ’80s with the Logo Mania collection. The vintage logo features a capital ‘V’ and lowercase letters with tight kerning. The collection, including the $350 T-shirt, was a popular pick for street style stars this summer during men’s fashion weeks.