Not just a pretty face: Why Zara’s new logo is a step in the right direction

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The new Zara logo incited a mixed response from consumers as to its aesthetic appeal, with many fans demanding the brand revert back to its previous design.

But a closer look at the new logo suggests the brand is more in touch with its audience than they perhaps realise.

When Zara re-designed its logo in 2010, it was two years after the UK financial crash. And though the high-street took a beating, in the years following, consumers gradually


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