Translated by
Barbara Santamaria
Feb 22, 2019
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Inditex unveils new logo for Massimo Dutti

Translated by
Barbara Santamaria
Feb 22, 2019

Spanish clothing giant Inditex continues to revamp the image of its star brands. Whilst it waited until the end of January to make Zara’s new logo official, the design with overlapping letters had been already used in the brand’s marketing material and for some of its capsule collections. Now it’s time for Massimo Dutti to get a refresh. The group’s fourth largest brand in terms of sales has unveiled a new logo in its app.

The brand's new app logo and the official Massimo Dutti logo - FNW

Nothing is ever a coincidence in Inditex’s strategy. The group is known for quietly introducing new features with a trial and error method to see how they perform before making any decisions. In this case, Massimo Dutti has unveiled a new logo for its app, evolving the classic shield logo to a more a minimal circle surrounding an interlocking “M” and “D” - a reference to the brand’s initials. While the letter “M” is presented in a sans serif typeface, the “D” retains its classical look.

Meanwhile Zara has taken a completely new direction under the creative watch of Fabien Baron, introducing a new logo for the second time in its history to coincide with the launch of the new Spring Summer 2019 campaign shot by renowned photographer Steven Meisel. The move comes amid a wave of rebrandings, with several luxury fashion houses choosing to redesign their logos in recent months. Whilst Inditex’s flagship brand opted for a more complex design in an obvious step away from the minimalist look favoured by luxury brands, Massimo Dutti merges both styles, maintaining some of its classic image whilst announcing a refreshed strategy marked by the recent launch of a fragrance offer and a focus on ‘high-end’ and high-tech flagship stores.

Massimo Dutti's By Numbers 2019 campaign - Inditex

Just this week, the chain presented its new ‘By Numbers 2019’ collection, inspired by the landscapes of the savanna. Photographer Lachlan Bailey captured the collection in a campaign conceived by Atelier Franck Durand, which has previously worked with brands including Roberto Cavalli and Isabel Marant. The campaign has already launched on Massimo Dutti’s social media accounts and website.

In the first half of 2018, Massimo Dutti reported sales of €811 million, up from €791 million in the same period the prior year. The results place Massimo Dutti as the fourth largest brand in Inditex’s portfolio, behind Zara, Bershka and Pull & Bear. By introducing a new logo for the mobile app, Massimo Dutti underlines the group’s global strategy as Inditex moves forward with plans to sell online anywhere in the world by 2020. The group will reveal how much progress it has made when it releases its annual results in March.

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