The artist behind some of fashion’s most infamous logo redesigns discusses the power of branding – and working with Riccardo Tisci
- Read more from the spring/summer 2019 edition of The Fashion, our biannual fashion supplement
As we all know, a logo can sell something. Typography is key in branding. Logos are starting to appear much bigger everywhere, even at high-fashion brands such as Balenciaga. It used to be that you would read what someone was wearing subliminally – but now it is labelled. So it makes sense that fashion houses are starting to rethink their logos.
I’ve been fortunate enough to be involved in some of the most significant redesigns in recent years. I was very nervous about intervening with the Givenchy logo back in 2001 because it was the founder Hubert De Givenchy’s original. There was nothing wrong with it – it just wasn’t robust enough in the contemporary competitive environment. Ultimately I just added some weight to it.