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Case Code: MKTG395
Case Length: 13 Pages 
Period: 2019   
Pub Date: 2019
Teaching Note: Available
Organization : Inditex
Industry :Textiles & Apparel
Countries : United States
Themes: Marketing/Advertising & Promotion/Marketing Communication/Brand Identity/Rebranding
Case Studies  
Business Strategy
Human Resource Management
Leadership & Entrepreneurship

Logo Redesign at Zara: Future Focused?

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World over, companies were redesigning their logos to ensure they were in tune with contemporary culture and to reinvigorate their image. Apart from that, there came a time in every brand’s lifetime when brand logos needed a redesign to attract customers. When Zara changed its logo for the first time in 2010, customers liked it as there was no significant change made to the original logo. Some customers felt that the changed logo was classier than the old one though others felt it did not suit a male clothing brand. However, most customers felt that the new logo looked better than the earlier one as Zara had added some space between the letters..

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Zara’s updated logo elicited mixed reactions from fashion lovers and graphic designers and customers. Andrew Crombie, managing director of Crombie Design , said that if the objective behind the redesign was to indicate a change at Zara, it had surely fulfilled that purpose. “I feel it is a bit too derivative of Harper’s Bazaar, which is from the same designer, although it does link to the original font and adds a little more femininity and sophistication, even with the brutal kerning,” he said. According to Fast Company , ..



Some analysts were of the view that though playing with the typography and connecting a bit of the letters had received a backlash from people, most of them would accept the design change in the days to come. They also opined that even if the redesign was not perfect, it definitely looked better than the earlier design. Pamela Webber, chief operating officer of global creative platform 99designs, told 10 daily that Zara’s makeover was a bold but on-trend move. ..



Exhibit I: Zara’s Old and Changed Logos
Exhibit II: Fashion Brands in the Inditex Portfolio
Exhibit III: Industria DE Diseño Textil, S.A. (Inditex) Consolidated Income Statement
Exhibit IV:Industria DE Diseño Textil, S.A. (Inditex) Net Sales by Concept
Exhibit V: Zara Logo’s Transformation
Exhibit VI: A customer’s Tweet Criticizing Zara’s Logo Change
Exhibit VII: A Short note on Coca-Cola’s failed Rebranding Exercise in 1985
Exhibit VIII: Some of the Designer Brands which Changed Logos