Naturally after the passing of Monsieur Yves, the company had to decide to either bury the brand with him, or build on it. Much like Christian Dior, they removed the first name of the designer and continue with the last name. Good strategy since the last names are always most recognizable - Unless your first name is Coco, which in that case is quite interchangeable.
As a branding professional, my eye is always catching even the slightest rebrand or redesign of companies that interest me. My first encounter with the new Saint Laurent logo in its full unveiling, was on a billboard above my office building on Sunset Boulevard. As soon as I saw it I loved it. Black and white. Beautiful typography, classic, high end - had fashion pasted all over it.
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The Saint Laurent billboard on Sunset Blvd above our office |
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The evolution of the current identity |
I have to admit I am a sucker for simple design with a twist. And it seems I am not the only one - The editors at Wallpaper Magazine awarded their 2012 rebranding of the year to Saint Laurent.
Obviously the design is also a nod to the original Saint Laurent Rive Gauche logo of years ago.
The question arises, is it iconic? Is it as good as the first one designed by Cassandre in 1963? Will it stand the test of time as the original one did?
Well obviously no one can predict, but my best guess is it will remain for at least another 5 years. Technology changes, tastes change and economies change.
However one thing stays the same - there is only one original, and in my opinion, that one still remains tres chic.
Obviously the design is also a nod to the original Saint Laurent Rive Gauche logo of years ago.
The question arises, is it iconic? Is it as good as the first one designed by Cassandre in 1963? Will it stand the test of time as the original one did?
Well obviously no one can predict, but my best guess is it will remain for at least another 5 years. Technology changes, tastes change and economies change.
However one thing stays the same - there is only one original, and in my opinion, that one still remains tres chic.
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Black is the new black. |
1 comment:
"Much like Christian Dior, they removed the first name of the designer and continue with the last name."
Christian Dior has not removed the founding designer's first name. Officially, the company is still Christian Dior. Labels still read "Christian Dior." Perfume bottles and makeup boxes still read "Christian Dior." The shortened "Dior" is used in ads and on items as shorthand, much as "YSL" was used instead of the full "Yves Saint Laurent," but "Christian" was never dropped from the company. A box of perfume will still come with "CD" on the top - Christian Dior.
I think much of the break has to do with the sale of YSL Beauté to L'Oréal. The fragrance products are no longer owned by Gucci Group, and one can no longer buy a bottle of Opium, Paris, or Rive Gauche in a YSL - oops, Saint Laurent - boutique. I would wager that the rights to "Yves Saint Laurent" went with YSL Beauté to L'Oréal, and Gucci Group does not want to pay to license the name back, hence the rebranding.
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