Graphics firm Chermayeff and Geismar recently revitalized and updated the Armani Exchange brand identity so that it can receive optimal use in advertising. The firm redrew the A and X to make the heavy diagonal strokes parallel to one another. The letters are reversed out of two rectangles, leaving a space between which is implied as a slash. According to Chermayeff and Geismar, "The new symbol holds up in smaller sizes and on advertising photography while maintaining Armani Exchange's international brand recognition."
I personally don't see much of a difference between the logos and I'm astonished that Armani would waste millions of dollars just making this minute change. Perhaps the new larger levels are supposed to represent the "growing" population...Armani is now making extra large sizes.
1 comment:
I kind of like the old one better. The problem I think is boxing in the logo. I ran into this problem in my own logo for class. I didn't want to box it in because it looks blocky and overpowering. I think their old logo says who they are (classic, stream-line and high fashion) more than the new one.
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