Bloomberg Businessweek

The Expensive Type

Why so many luxury fashion logos are choosing simplicity over standing out.

Perhaps a rose by any other name would smell just as sweet—but what if that name were written in the Comic Sans font?

Typographic logos are tricky things: They can communicate trust or chaos, make you look smart or clueless, and come across as expensive or cheap. If the name belongs to a company that stands for heritage and quality, getting this right is serious business.

Shortly before London Fashion Week this

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