This case study discusses the logo redesign exercise carried out by Spanish fast fashion retailer Zara SA (Zara). The changed logo, released in January 2019, was designed by the advertising agency Baron&Baron Inc., founded by French publisher and artistic director Fabien Baron. The existing logo of Zara had been in use since 2010 and had the letters ZARA printed in block capital sans serif characters with large spacing in between. But in the new logo, the text was crowded close together, the letters were kerned, and they overlapped. Also, there were curved intonations on the ‘Z’ and ‘R’.

The logo was redesigned as part of Zara’s efforts to appeal to the millennials and retain its fast fashion brand image. It wanted to send out the message that it was willing to change according to the changing trends. The changed logo came in for a lot of criticism from designers as well as customers who said the name of the company was not clearly visible and vented their anger on social media. But Zara maintained that the new logo reflected its new identity.

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Issues

The case is structured to achieve the following teaching objectives:

	Understand the issues and challenges in changing an already established brand (new brand name or logo, rebranding).
	Understand the importance and role of the media in integrated marketing communication.
	Understand how the positioning of an existing brand can change with the successful implementation of integrated marketing communication strategies.
	Discuss and debate whether the change of an existing brand name or logo or a brand extension by an established brand like Zara is a good move.
	Understand the importance of maintaining brand identity.

Contents

ZARA’S NEW LOGO FACES BACKLASH

Keywords

Zara, advertising, Logo redesign, marketing communication, Rebranding, Brand identity. Brand positioning, corporate image, identity

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