People who were into fashion in the seventies likely remember the once popular brand Halston. This brand made the jumpsuit a fashion staple and sequined dresses a flashing part of every disco. Once the clothing label disappeared from the couture scene, it maintained a loyal following among vintage shoppers. However, Halston is making a comeback, with a new brand, a resurrected fashion logo design, and vintage styles that are once again fashion mainstream.

Halston’s brand is perfectly expressed by its logo design. The simply black and white colour scheme was sophisticated and slim, while the wording was rounded yet substantial in all capital letters. This logo design has proven to have staying power, because the new logo design is identical to the original with just a minor change in letter spacing.

This logo design is appropriate because the fashion label is known for being simple and easy to wear. The jumpsuit, an easy one piece fashion choice, made style easy for seventies women in London and all over the UK. Disco era mini dresses made by the brand had a timeless appeal that kept women snatching the pieces off thrift store shelves as quickly as they arrived. The simple yet sophisticated logo design expressed this aesthetic perfectly and will continue to do so in the future.

Celebrities and fashionistas are already lining up for this premium product, which includes vintage style offerings such as sequined dresses and jumpsuits designed with modern preferences in mind. Positive buzz reached a fever pitch when well known stylist Rachel Zoe began embracing the brand and encouraging her celebrity clientele to do the same. While consumers were more than ready to give Halston a second incarnation in the fashion world, one key factor holding it back was the price tag. With simple dresses priced at £2000 and up, few women can afford one of Halston’s new garments.

However, a new line named Halston Heritage, or HH, offers this fashionista favourite to the masses. While still priced at a premium, £60 t-shirts are an easier sell for today’s value oriented consumer. Offered by high street retailers such as Harrod’s, the brand is maintaining its glamorous image while creating a more casual option that the average fashion lover can afford. With fashion plate character Carrie Bradshaw wearing several pieces made by Halston Heritage in Sex and the City 2, it’s easy to see the brand regaining momentum enough to carry it into the next decade.

Will Halston Heritage diminish the timeless Halston brand? In this case, likely not. The offerings from HH are distinctly different from those of Halston, keeping the consumer from being confused by the new line. If the lines were strikingly similar, it would likely diminish the parent brand, but this has been carefully avoided.

As you can see, a classic, expressive logo design combined with careful branding can create a brand that maintains power over several decades and even several continents. Halston seems poised for success that would have seemed unlikely just a few years ago. Any business can have a chance at success if careful attention is paid to branding and marketing.