Beyond the Logo
January 02, 2025
The logo: a visual language that has long been used to express personal style. In recent years, however, fashion collections have shown a noticeable shift away from bold, overt branding. Where have all the logos gone?
Fashion by the Logos
Just a decade or two ago, logos reigned supreme on the runway. The late 2000s and early 2010s marked the peak of logomania, a trend driven by maximalism. Luxury houses like Balenciaga, Dior, Gucci, Prada, and Off-White embraced this aesthetic, adorning their garments and accessories with conspicuous branding. In an era when fashion was a direct form of self-expression, the logo often outshone the garment itself. Jackets, bags, and belts, all were canvases for bold, statement-making logos.
©vogue.com, ©refinery29.com
We can look backward to better understand when logos first became a part of our wardrobes. The word "logo" originates from the Greek word "logos," meaning "word" or "speech." This suggests that from its inception, the logo was designed to represent and identify.
Throughout history, logos have served as symbols for significant places, institutions, and groups, predating written language. From the very beginning, logos were powerful visual symbols that communicated more than words ever could.
A prime example in modern Western society is the prevalence of logos on Ivy League university uniforms. It’s arguably not too much of a stretch to say that these were among the first logo-driven fashion statements of the 20th century. Concurrently, with the rise of professional sports, tennis enthusiasts began wearing shirts featuring iconic logos, such as the crocodile on Lacoste polo shirts. This marked one of the earliest instances of a logo taking center stage on a piece of clothing.
©themodestman.com, ©pinterest.com
Loss of the Logo
Let's return to the contemporary fashion landscape.
Given the ever-evolving nature of fashion trends, brands have adopted new approaches to showcasing their logos. Subtle, understated logos, often designed to be recognized only by the discerning eye, or more minimalist expressions of branding have become increasingly common. Consider the following images to appreciate the transformation over time.
BALENCIAGA FW17, BALENCIAGA SS25 ©hypebeast.com
BALENCIAGA FW17, BALENCIAGA SS25 ©hypebeast.com
BALENCIAGA FW17, BALENCIAGA SS25 ©hypebeast.com
BALENCIAGA FW17, BALENCIAGA SS25 ©hypebeast.com
Since 2020, we've witnessed a noticeable shift towards a more understated aesthetic in fashion. Brands have been incorporating subtle, patterned logos or miniature branding elements into their designs. This trend aligns perfectly with the growing popularity of quiet luxury and demure style, which dominated the fashion scene in 2024.
In today's fashion world, less is often more, and overt branding has taken a backseat to more elegant, understated expressions. LOEWE's anagram logo and PRADA's logo plaque are prime examples of this minimalist approach, offering a sophisticated and understated way to showcase brand identity.
BALENCIAGA FW17, BALENCIAGA SS25 ©hypebeast.com
Trends Never Die
As someone who doesn't typically gravitate towards logo-heavy pieces, I find the current minimalist trend quite refreshing. That said, I can still appreciate the exuberance of the 2000s, when maximalism reigned supreme. There was a certain thrill to those bold, statement-making looks.
So will we ever see a return to those days of excessive branding? The answer is likely yes.
The internet’s “Fashion Life Cycle” chart ©meghanforestfarmer.com
While the adage "fashion is cyclical" is a well-worn phrase, it remains undeniably true. Fashion trends generally follow a predictable pattern, as illustrated by the classic fashion cycle chart, and one significant shift in recent years has been the accelerated pace of these cycles. Trends that once persisted for a decade or more now seem to emerge and fade with astonishing speed. The constant influx of images on platforms like Instagram has undoubtedly contributed to this trend, fostering a culture of instant gratification and fleeting fads.
Given this accelerated pace, it's not crazy to speculate that the return of logomania might occur sooner rather than later. While the current minimalist aesthetic offers a certain sophistication and elegance, there's also a undeniable allure to the spectacle of maximalist fashion. It's a bit like the addictive nature of sweet and salty foods, even though we know it might not be the healthiest choice, we can't resist the temptation.