Armani Exchange new branding
I recently caught an issue of Graphic Design USA (GDUSA) and there is a feature about the new Armani Exchange Identity.
“Armani Exchange tapped design firm Chemayeff & Geismer to upgrade its logo to an icon as pivotal to the Italian fashion lael’s ad campaign as its models and clothes. Designer Sagi Haviv reinvented the brand identity, which has been in place since 1991, with a simple flip of color. The team inverted the logo, so instead of dark letters on a light background with a dividing line, the A and X are in white, sitting in two dark boxes.”
GDUSA. February 2009. Page 16
Here is the old logo and the amazing new logo!
So, I’m not saying it’s great, nor am I saying it is bad. Obviously, there is very minimal change to it, and in a re-branding exercise, sometimes that subtle change maintains the original company image, yet provides enough change to give the update it needs. Just curious how much was spent on the new identity.
