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The clothes and marketing plan for Liz Claiborne’s spring relaunch under Isaac Mizrahi are under wraps for at least another month, but the first clue about the brand has been released: a new label and mark.
This story first appeared in the August 1, 2008 issue of WWD. Subscribe Today.
The changes in the modernized logo are subtle: a tweaked font, the addition of ‘New York’ to the name, and an understated symbol meant to represent an “L” with a “C” cut out.
“The intent has been to modernize literally by channeling Liz Claiborne the woman as though she were here today,” said Dave McTague, Liz Claiborne Inc. executive vice president of partnered brands. “It’s a little more modern take on the original font and spacing, adding ‘New York’ to resonate it as a designer brand again, centered in the fashion capital New York.”
What’s most noticeable is the lack of mention of Mizrahi in any way. McTague said there hadn’t been real discussions about including the name of the brand’s new creative director on the logo, despite the publicity and marketing expected from the engagement of the high-profile designer.
“It isn’t about Isaac Mizrahi — it’s about a global powerhouse brand,” McTague said. “It’s no different than other design houses before us” that employed a new designer to work under another designer’s label.
Mizrahi was the “creative leadership behind the label and mark,” said McTague, and he worked on it with Mother Design, which is a newly formed group at Mother New York, a creative agency.
The new symbols will be busy this spring, appearing in-store, in media and public relations efforts, and on tags for the product. Additionally, the L-C mark will have multiple uses, including on hardware and repeated to create patterns for fabrics.