Swedish fashion brand & Other Stories has unveiled a new brand identity, ditching its signature handwritten logo. Under the H&M Group umbrella, the brand, known for its edgy high street style, recently unveiled its Fall/Winter 2025 collection, signaling a major shift.
This rebranding, led by & Other Stories' Creative Director Jonathan Saunders, coincided with the release of a collection focused on "everyday, yet playful pieces." Inspired by styles from various eras, from the '60s to the '90s, Saunders presented retro designs in velvet, mohair, and jacquard.
Reactions to the new identity have been mixed. The previous logo, with its sensuous script font, symbolized the brand's sophistication and originality. The newly unveiled logo, replaced with a thin, clean, typewriter-style serif font, is being criticized for being overall clean, yet stiff and lacking in individuality. While the logo's legibility has certainly improved, it seems difficult to avoid criticism that the brand's distinctiveness has been diminished by the dilution of the original personality and sensibility.
The key to modern brand rebranding lies in achieving a balanced transformation that reflects the times while maintaining identity. The case of & Other Stories is often cited as an example of how a brand can feel unfamiliar and ordinary when this balance is lost.
