'Blanding' trend sees fashion brands ditch fancy fonts

Some of the world's most famous fashion houses are killing off fancy fonts and adopting similar looking logos as part of a new "blanding" trend. 

Iconic labels including Burberry, Balmain, Saint Laurent, Rimowa and Diane Von Furstenberg have ditched their ornately designed typography logos and replaced them with simple, clean-line lettering instead.  

In the case of Burberry it is the first time the lettering has seen a major change since its “equestrian knight” logo was first registered over a century ago.  

Gone are the ornate, flowing letters spelling out "London, England" below the word Burberry, as all three words are now written in a no-nonsense sans serif style font. 

The trend for no frills fonts has been dubbed "blanding", as many have commented that fashion houses' logos all look the same, with lettering only subtly thinner or spaced out than rival brands. 

While some experts view the minimalist trend as a sign that fashion brands may be losing their creative flair as they become more corporate, others see it as a sign that there has been a radical shift in what consumers expect from "luxury" goods.   

Sarah Hyndman, a London designer and author of Why Fonts Matter, told Quartz that fancy script treatments might aim to suggest the sophistication of a Bordeaux wine label, but in a fashion context they come across as pretentious. To many, Hyndman says, this is seen as simply “trying too hard.”  

And Anders Godal, design director and partner at The Creators Club, said: "People’s perception of luxury has changed drastically over the last few years. It seems the trend nowadays is leaning more towards the understated and simple, whereas in the past things were designed to stand out as luxurious – so the trend towards more simplified typography is a natural progression.

For example, when we work with clients who would like more of a high-end or luxurious feel to their brand it’s more down to the details, like choice of materials and finishes and not so much leaning on a fancy font."