Some logo designs are so bold they are stunning, while others are subtle enough that only experienced designers can see the difference. United Colors of Benetton, however, has recently instituted a clothing logo design change that you almost need to squint to discern.

The United Colors of Benetton logo, seen in the UK and in 120 countries all over the globe, has indeed changed, although the change is barely perceptible. The fresh green colour remains the same, as does the recognizable rectangular shape. The writing is still justified to the top left of the shape, and the white writing is the same—almost.

The wording in the Benetton logo, which has historically been the Gill Sans font that can be seen all over London, has been slightly modified to a new proprietary font that can be used exclusively by the company. However, what are the differences? The wording is fit more tightly together and… is there anything else? The R and the S are different, a welcome change considering that these letters seem unnaturally slender in the original Gill Sans logo.

The green Benetton logo is use on all garments, both on the clothing label inside and on the price tags. This consistent use, combined with the shocking marketing and ad campaigns used by the company, have combined to make this one of the most unforgettable brands on the globe. Most people who interact with the Benetton brand remember it. This memorability is one of the main reasons that the company could not stray too far from their original brand when creating a new logo.

The new font is not overwhelmingly different from the original, but it is definitely an improvement. It maintains the salient aspects of the Benetton logo, but adds just a little personal touch. The new font will be featured prominently on logo t-shirts and other labelled clothing.

There will be a few other, similarly subtle changes to the Benetton brand. The knitting stitch symbol originally used by the company will be revived and featured in company literature and on the clothing items themselves. It too has seen a few small changes, but long-time brand fans will recognize and welcome it. The company is also splitting their brand into divisions. Until know, everything from high fashion to jeans has been under that single green label.

Even the best brand needs occasional refreshing in order to stay relevant. Benetton is a brand that we consider one of the best on the globe; it is simple, versatile and recognizable. The company produces a variety of products and has gone through a large number of marketing campaigns, but the logo is one of the salient aspects that helps to tie it all together. Reclaiming the knitting stitch symbol may help the company reach the brand recognition of other companies with a simple graphic image, such as Louis Vuitton and Chanel. It makes the brand more versatile and gives it the flexibility to expand without compromising the quality of the core brand.

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Europe’s first Anthropologie store opened on Regent Street in London this fall, bringing one of the United States’ most popular brands to the UK. So far, the store has appealed massively to its market of middle aged women with high incomes. However, what makes up this brand? Will it continue to be successful after the novelty wears off?

Despite being owned by mass marketer Urban Outfitters, Anthropologie is a boutique store with a sense of individuality. Every location is different, with a distinct blend of furnishing and decorations. The London location features a living wall made of plants that are watered by collected rain water, a feature that is not present in any other location. The stores carry well recognized brands as well as an eclectic collection of ‘found items’ that are congruent with the brand.

The logo design of Anthropologie compliments this artisan image. A simple black and white colour scheme of the fashion logo design is sophisticated while being simple enough to work well with a variety of differently decorated store locations. Scrolling lines surrounding the wording are feminine and classic enough to appeal to a largely female audience, while an old fashioned font with serifs is substantial enough to balance the image. The clothing logo design is recognizable but versatile, which is exactly what this brand needs.

One important aspect of any retail store is the range of products carried. In this aspect, Anthropologie will certainly appeal to its target customer as well. Over 200 clothing lines are carried, many of which are specially designed for the store by top name designers such as Anna Sui. In addition to clothing, a wide variety of home goods are also offered, including furniture, linens, and fixtures. This range of goods is narrow enough to fit within the brand but wide enough to give shoppers a variety of styles to choose from.

The eco-sensibility of Anthropologie is a key part of the brand. The presence of a living wall in the London location certainly showcases this, as does the presence of a variety of organic and fair trade items. As the name would suggest, the store policies reflect a concern for people around the world.

Creativity is a huge part of the Anthropologie brand as well. The stores are arranged to feel soothing, so that women can let their creative juices flow. Dim lighting illuminates a variety of good, many of which feature embroidery, carving, or other marks of hand-made quality. Women who visit this store can feel that they are in a calmer, more organized version of a foreign bazaar.

The Anthropologie brand seems to be faring well in the UK, and all signs point to it doing just as well in the months to come. The cohesiveness of the brand and the way it extends to every aspect of the store is certainly a sign of good things to come. This professionally crafted brand and the success of the company it represented is an example of what a branding consultant can do for a company.

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Sometimes even the boldest fashion statement can be tedious, especially when everyone seems to be following the exact same trends. However, people looking for a truly unique fashion statement in Birmingham now need look no further than their own City Centre. Hox Boutique, which opened recently, offers a brand that is sure to appeal to the more discriminating style consumer along with unique items that will keep them coming back for more.

What makes the Hox Boutique brand unique? First, its fashion logo design has been created to appeal to their target customer: the fashion consumer who is tired of seeing other people in their exact outfit. The UK logo design is in bold, warm colours on a black background. The bold Old English font is softened by swirling lines that suggest movement and change. The strapline below advises women ‘Don’t just look gorgeous… feel it!’ which also is telling. The logo design is modern and fashionable yet somewhat exotic, which is exactly the type of image that the brand is trying to portray. This chic aesthetic doesn’t end with the logo design; it infuses every aspect of the boutique.

In keeping with their unique brand, Hox offers one of a kind ladies’ party wear and everyday attire as well as a full line of accessories, with all materials imported from India. The clothing, which includes everything from pants to party dresses, is created on site by a designer with decades of experience creating Asian inspired fashions. A variety of styles and sizes are available, allowing women of every size to experience this hip choice in fashion.

Excellent service is a key part of all successful boutique brands, and Hox is no exception to the rule. Because it can be hard to locate the right choice in a situation where every item is unique, sales help is available to guide customers to a selection that is perfect for their body type and sense of style. The result is that customers walk away happy, with a garment that is simply not available anywhere else. This creates return business as well as all important buzz.

The decoration of the boutique is also complimentary to the brand. Asian inspired décor mingles with the antique wardrobes used to house the garments. Instead of average dressing room mirrors, antique gilded mirrors are placed throughout the store for customers to reflect upon their garments. These one of a kind items reflect the selections available in the store, emphasizing the one of a kind nature of the brand.

Whether Hox Boutique’s unique brand of Asian chic is successful over the long run remains to be seen. However, one thing that the brand has going in its favour is a logo design that represents the store, the products, and the service perfectly. The eye catching logo combined with eye catching garments is sure to create buzz and stimulate a lot of fashionista interest in these unusual styles. This will help the boutique get the word out and keep the profits coming in.

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How is your brand going to evolve in 2010? This is a question that every would-be successful business owner must ask in order to move forward. Markets change, and your brand must change with them. For many businesses, modifying their brand to appeal to a constantly changing customer base involves expanding their line of goods.

Sarah Rogers, who runs a handmade jewellery business, is one small business owner who is using this principle with great success. Her Dragon and Phoenix range offered relatively inexpensive products that initially were big sellers. However, sales began to slow down. Rogers noticed that people were still buying, but buying less with every purchase. Her answer was to expand her offerings so that customers would be more likely to buy several items at a time.

Rogers continued offering her Dragon and Phoenix brand, but added a higher cost Sarah Rogers Signature line. These jewellery items are intended as ‘milestone purchases’, to mark special occasions. With this higher end line in place, Rogers felt more comfortable adding a few less expensive pieces to her Dragon and Phoenix line to woo the value-oriented shopper.

The result is that people who walk into Rogers’ shop have a large range of goods to choose from. If they are looking for a special gift, the signature line is there. If they want a less expensive impulse purchase, they have options as well. Because these items are in separate ranges, each with its own brand and logo design, the expanded line of goods does not diminish either brand.

The results have been nothing short of spectacular. This winter, the Dragon and Phoenix line sold out, while the store continued to make steady sales of its more expensive goods as well.

Business consultants acknowledge that changing with the market is essential for success. A plan that was perfect for the 2005 market is no longer perfect for the 2010 consumer. The only way to maintain a foothold in the market is to continue to change as well. With customers more value-conscious, this can mean offering a lower cost option for impulse buying, or a higher end product that offers luxury and quality.

This may mean narrowing your other offerings. An essential part of expanding your line of products is first determining what goods are selling well. If you are losing money on a certain item, it is time to either reposition it or drop it without sentimentality. Once you know what items are selling well, you can offer more goods in that line.

Sometimes expanding your line involves more than offering a high end choice. Julie Maxted, of The Pets, Homes and Gardens Company in West Sussex found that many people were interested in opening a home and pet minding company similar to hers. Her newest high end product is a ‘business in a box’, which basically is everything they need to open a business like hers in their own area. At £6,995, this is a huge business opportunity for the customer as well as for Maxted.

If your business is struggling to make it through the recession, it may be time for a change. If you are unsure of how to proceed, a branding and fashion logo design consultant can help your business evolve in a way that supports your brand, rather than diminishing it.

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What does the name Fat Kyds make you think of? Regardless of the image that comes to mind, few people would guess that this is the name of a new high end fashion label. However, this clothing logo design appears to specialize in unconventional choices. Although the website is already up and selling, the official launch in March will show whether this brand resonates with people in the UK.

The brand aims to combined art and music into their line of limited edition, highly fashion forward t-shirts. Each t-shirt line will be designed by an up and coming artist in residence. The first clothing line is designed by artist Athier Mousawi, who is featured prominently on the website. Explanations of the designs, including their meanings and the methods used to create them, is featured, creating a story that many UK consumers can identify with. Because the lines are limited in production, each t-shirt is quite literally a collectable work of art, similar to the signed and numbered prints that many people use to decorate their homes.

A focus on charity is another key brand aspect. The brand has partnered with well known charity Nordoff Robbins in a brilliant cobranding move. The charity will receive one pound for every t-shirt that Fat Kyds sells. This focus on giving back not only helps the charity in question; it also gives Fat Kyds an extra shot of legitimacy while only taking a small percentage of the company profit.

As with many modern clothing lines, including several who are Fat Kyds’ direct competition, ecology and social justice are both important parts of the Fat Kyds brand. The cotton t-shirts are made entirely from fair trade materials and manufactured within the UK. The printing itself uses a low waste, water based method that reduces the impact on the environment. The company goes out of its way to discover new and interesting ways of being green, then is careful to communicate with customers about their successes in this area.

A last key part of the Fat Kyds brand is the uniqueness of the product. “Remember that feeling as a kid when you got a shiny new pair of sneakers and couldn’t wait to get to school to show your friends?” the website reads. “Remember when your mate showed up with the same pair? Yeah… not gonna happen with us.” For people who are always looking for the latest, most exclusive fashions, these t-shirts may prove to be very enticing.

Limited edition t-shirts may seem like a stretch, but in fashion anything is possible. This brand is unusual enough to grab attention among UK consumers while also keeping key socially acceptable values such as ecology and giving back. Whether this combination is successful remains to be seen, but the brand seems to be building a significant amount of interest among fashion lovers all over the UK. Better yet, the brand of this company seems to be compelling and unique, which gives their audience something to believe in.

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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.

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Do you need a little encouragement to get you through a rough retail year? Many small business owners do. While retail stores are struggling all over the UK, one brand is going strong after over half of a decade: world renowned clothier Laura Ashley. A peek into the key parts of this well known brand gives insight into how other businesses can find similarly timeless success.

The business Laura Ashley began as a cottage industry run by a woman and entrepreneur of the same name. Laura Ashley screen printed linens for table use, which immediately gained local favour for their classic floral designs. Over time, the empire grew and opened locations all over the globe, adding a wide variety of products without compromising the brand.

There have been ups and downs in the path to success, but one asset that kept the company chugging was their unchanging brand. Although the brand was based on the simple tastes of its founder, its equity has only grown since her death. As Laura Ashley expanded their offerings to include a variety of home goods and furnishings as well as apparel, the emphasis on quality linens with classic designs was never lost. The public has always known exactly what to expect from both the brand and the stores.

Another key brand asset is the logo design. Although it has changed slightly over the years, the Laura Ashley clothing logo design has always been an instant classic. It has always relied upon merely the company name written in newsy, thin lettering that is classic and even a little plain. The light sea foam green colour that is now often seen in the fashion logo design is one often seen in the products as well. This logo design lets customers know key information about the company, which is a huge advantage in the competitive UK market.

An important part of the brand is its versatility. Because the brand is based more upon quality textiles and a certain style than on any particular product, the company is free to modify their range of offerings based on the ever changing current trends. It is notable that the business began making tea towels, segued to women’s fashion, added a children’s line, and now is focusing mainly on furnishings—all without compromising the essence of the brand. The flexibility of the Laura Ashley brand allows this company to maintain viability as the market for their products changes over time, while also introducing new lines at a relatively rapid rate.

The result? After fifty-six years of being a business, Laura Ashley is still seeing steady increases in sales while many competitors can barely keep their doors open. In fact, company sales rose 8.8 percent over the past nineteen weeks. While the company has had rough patches and management problems, the strength and versatility of the brand along with the professional logo design have virtually ensured success. This is a success story that every UK business can learn from.

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Clothing maker AllSaints has managed to win a name for itself throughout Britain as a high end, high street house of denim and more. With edgy details and the most modern cuts, UK women are queuing up to spend enormous amounts of money on this brand. Soon, women in the United States will be able to join them.

Although this is AllSaints’ first foray across the Atlantic, the company has maintained a presence throughout Europe with stores in Paris, Antwerp and Berlin. However, only time will tell whether this brand is enjoys the same kind of popularity in the United States as it has met in Europe. Much of AllSaints’ brand is vintage and even distressed. The current collection includes conventional choices such as boyfriend jeans, wilder options such as leather jackets, and even thinks like silk dresses for the girly-girl inside.

The AllSaints UK clothing logo design is based on its edgy London style with vintage flair. The main market is image conscious young adults with expendable income to spare. Denim is not the only product, but it is certainly the main product. It’s a brand that appeals to people who want to seem fashion forward without being overly frilly or fashionable. In other words, it is haute couture with street sensibility. This paradox has appealed to the young and stylish all over the continent. Style watchers everywhere are wondering: can this uniquely British sensibility appeal to a country known for bling and over the top displays of wealth?

Paul McAdam, corporate executive officer of the North American market segment, believes the USA is ready for the brand. First, the prices are reasonable by high fashion standards. In the midst of a recession, even upscale shoppers will be looking for a cheap couture fix. AllSaints’ may be one of few companies to actually benefit from a down economy. Second, the London-inspired designs are in line with current fads in the United States. There has never been a better time to export a fashion statement of this nature. Further, Americans have shown for decades that they are ready for British fashion logo design. Some UK companies, such as Burberry, now treat the United States as one of their key markets.

In addition to stores in Los Angeles, Miami, and Manhattan, an American e-commerce site will also be opening. This will give American women a chance to sample a brand that the British have loved for years. Americans love a deal, and AllSaints is certainly offering one. Despite its designation as high end fashion, the brand is priced at a point that will appeal to the recession budget—by premium standards at least. Few Londoners can resist high street fashion at an affordable price, and it is easy to project that Americans will follow suit.

Whether AllSaints finds success in this new market remains to be seen. A new market means a new target audience. However, with the brand growing by the minute in Britain, branching out to a global market seems like an obvious next step for this ascending brand.

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