Desigual has dared what other brands would never do: give your logo a full turn. That is, it has really turned it around and for those who do not know the brand, which will be few, it is as if you were speaking to them in another language.
What they try is to show that you have to see things differently and seek another perspective. With everything that is falling on the weather, what better way to see things from another perspective to deal with a serious problem?
All the solutions will surely be disparate and from our own position we are not even able to see it, so looking at the twist of the Desigual logo, perhaps a window of understanding and risk opens up.
The changes were never taken from the most comfortable position. You have to take risks and this is what Desigual has done with your new logo. What it seeks is to attract the attention of all those who, if they do not know the news, will wonder what has happened or if the name of the store has been changed, or, is this Desigual?
Yes, yes, take a good look, it's backwards, one will say to another. The reason for this huge change is the 35th anniversary of the brand And it is not even painted for a brand that has tried things in very different ways than what is preconceived in fashion or what prevails in the daily dress of millions of people around the world.
The motto used for this change is: "Coherently incoherent". And the truth is that it fits well with everything that this clothing brand is and has been. In fact, they have also returned to their essence with the nude couple that Peret designed in 1986.
You know, to see things from another perspective. Get out of your comfort zone. We don't get lost too the change in the Mozilla logo.