Fashion retailer & Other Stories has unveiled a new logo that has sparked widespread criticism from design professionals and fans alike, becoming the latest casualty of the ongoing minimalist rebranding trend that continues to strip personality from brand identities across various industries.
The Swedish fashion brand, known for its elevated high street style and sophisticated aesthetic, has replaced its distinctive handwritten-style logo with a uniform, typewriter-inspired serif font. The original design featured a chunky script typeface with a bespoke, calligraphic appeal that conveyed elegance and refinement, perfectly complementing the brand's upscale fashion positioning.
The new identity presents a stark departure from the brand's previous visual language, adopting a clean but sterile appearance that many critics argue lacks the charm and personality of its predecessor. While the updated logo may offer improved legibility across digital platforms, it has been widely perceived as a step backward in terms of brand differentiation and character.
Design communities on social media platforms, particularly Reddit, have been highly critical of the rebrand. One user commented that it represented an "overcorrection," noting that while the brand needed to improve legibility, "they threw the baby out with the bathwater." Another critic described the new design as "dry" and criticized the kerning, while a third user emphasized that "the old logo had personality, this one feels flat and generic."
The rebrand reflects a broader trend in contemporary design where brands across fashion, technology, and other sectors are adopting increasingly minimalist approaches to their visual identities. This movement toward simplification has resulted in numerous logos becoming virtually indistinguishable from one another, creating what design experts call a "sea of sameness" in brand communications.
Industry observers note that while minimalist design can offer benefits such as improved scalability and digital reproduction, the trend has gone too far when it results in the complete elimination of brand personality. The & Other Stories redesign exemplifies this problem, transforming a memorable and distinctive identity into something that could belong to virtually any corporate entity.
Despite the widespread negative reaction, some design professionals argue that the new logo's improved legibility could benefit the brand's digital presence and international expansion efforts. However, critics contend that these practical advantages come at too high a cost to the brand's unique identity and emotional connection with consumers.
As design trends continue to evolve rapidly, industry experts remain hopeful that brands will eventually move away from the current minimalist orthodoxy and embrace more creative and distinctive approaches to visual identity. The backlash against rebrands like & Other Stories' may signal a growing appetite for designs that prioritize character and memorability over generic simplicity.
