Balenciaga has unveiled a new logo - on full grey background. For no obvious reason. Rebranding is the trickiest of exercises, there will always be a trace of the old logo. Not only that, it is incredibly costly for big institutions such as Balenciaga and for the consumer who just bought some over-expensive merchandise from the company, a total setback. Imagine you just bought the Triple S sneaker, only to find the "old" logo on it.
When Calvin Klein rebranded once Raf Simons was at the creative helm, it was the first thing Simons did prior to unveiling the new collection. Deman Gvasalia who is the creative director is already several collections deep. Sorry, I am not convinced, this is a total waste of resources.
