Crafting a typographic logo is an art. Kerning, ascenders, descenders, bowl arc, and bar height are just a few of the letterform details that designers will spend hours refining to create a mark with just the right presence and gravitas for its brand. Most of the time, the general public will never notice the adjustments to these details — they just know when something “feels” right and when it doesn’t. Take a look at Zara’s logo update and see what you think.
– Andrea // Sustena Group Creative Director
Fast Company Article: Zara’s new logo may be the future of branding, love it or hate it