Massimo Dutti has unveiled his new logo. Massimo Duti is a luxury brand for the middle class, creating clothes with elegant silhouettes and muted colors. We pursue ‘quiet luxury’ that is luxurious but not overly revealing.

Parent company Inditex revised its brand positioning to reinforce this concept and changed its logo to give it a premium brand character. But the response is really bad. There is always a tendency to have a negative attitude towards rebranding, but it is difficult to find positive reviews in terms of originality and aesthetics.

The stylish ink-like wordmark has been in use since the company was acquired by Inditex in the 1990s. The first letters of the logo, M and D, are a natural font with a sense of bleeding, giving off a natural strength. The carefully adjusted spacing allows the gaze to flow naturally. The shield symbol, which combines M and D, further conveyed the feeling that high-quality fabric was used.

The new logo is close to the logo from the beginning of the company's establishment in 1985. The horizontal strokes are thin and the vertical strokes are thick to emphasize the column. The ends of the strokes also rise sharply up and down, making the letters appear taller. It's easier to read, but it's just a plain-looking font with tall serifs.

The most inconvenient thing is the spacing. Before you can feel the brand's personality, the ambiguous relationship between the two words feels uncomfortable. They are so far apart that they seem to be divided into two brands, Massimo and Duti.

Ferragamo's rebranding changes from cursive to staticThis comes to mind. I guess we should consider ourselves fortunate that it wasn't changed to a sans-serif font without any decorations. Previously, unique cursive writing was difficult to read. However, the difficulty actually created an appropriate distance between me and the brand, making it feel more luxurious. Thanks to its unique shape, it was easy to identify the brand even without recognizing it as text.

This rebranding of Massimo Dutti seems to emphasize Inditex's brand house rather than the brand's individuality. Inditex has been refining several of its brands by incorporating refined typefaces with a touch of technique. However, Massimo Duti's new logo, unlike Zara's unique 'overlapping' or Stradivarius' 'line', looks like a boring logo like Bershka or Osho. I just feel like something is wrong, especially with the spacing.

More and Sources

• https://www.massimodutti.com/kr