Thursday, February 14

New Zara Logo - It's the Kerning!

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If you don't know the design term "kerning" yet then you will now ... it's the spacing between letters in a logo or design element.

The Spanish fashion retailer Zara is certainly showing us what kerning is all about in its new logo, the brand's first update since 2011.

Essentially, the letters are squeezed together and elongated. The "kerning" is reduced dramatically.

Drama! Designers the world over took to social media to weigh in, and many weren't so complementary. One in particular asked if the logo had been designed by AI robots!

A logo is always a tricky thing to update as it's soften met with upset at first and then we quickly get used to it and move on. This will likely be the same with the new Zara logo.

BTW, if you don't know this either ... Zara is a huge retailer worldwide with 2,200 stores in 96 countries! Huge!

What's your experience? JIM

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