3 ways to carry off a logo without veering into gauche territory
’90s-style logomania is back. Here’s how to don a brand motif without looking like a boor.
Lynette Koh, Karen Tee & Ben Chin
01 LOOK FOR DESIGN VALUE
Instead of a simply spelt-out brand name that suggests that the only intention is showing off, opt for a logo that is more design element. Bally pays tribute to its Swiss roots and adds vintage flair to a vermilion sweater with a stylised gold logo referencing Suvretta, a hotel in St Moritz. At Ermenegildo Zegna, the XXX mark brands the exclusive pieces of the Couture collection, from pullovers to leather high-tops.
02 KEEP IT DISCREET
It’s no secret that women’s fashion has long received more attention than its masculine counterpart. To bring attention to Dior’s menswear atelier – lesser-known than, say, its women’s haute couture division – the brand’s last creative director, Kris Van Assche, decorated the edge of jacket sleeves with labels displaying the atelier’s Rue de Marignan address. This kind of transparency we like.
03 HAVE A SENSE OF HUMOUR
These days, brands like subverting their own logos to prove that they, too, have a sense of humour – consider, for instance, the deliberate misspellings of their own names by Gucci (“Guccy”) or Rodarte (“Radarte”) in recent years. Using a preppy sweater as a backdrop, Kenzo turned its own name into part of the kitschy programme for its movie-themed Fall collection.