By and  on October 30, 2018

LONDON — As they hit the refresh button, luxury brands have been unveiling new logos and sparking heated discussions about whether their rejection of the past — and newfound flair for minimalism and Helvetica fonts — is the right path to a successful re-branding.

“Basically, 99 percent of logos in fashion are just black text on a white background at the moment,” said Gregorio Poggetti, a graphic design expert and Istituto Marangoni professor, referring to recent re-brandings by the likes of Celine and Burberry, which both favor a clean, fuss-free aesthetic, sans-serif typefaces and block lettering. 

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