(Est. 1826) “Lord & Taylor is headquartered in New York City, and is the oldest luxury department store in North America. It is a subsidiary of the oldest commercial corporation in North America, the Hudson’s Bay Company. Lord & Taylor consists of 50 ‘flagship’ and ‘destination’ locations, four L&T outlets, along with the Lord & Taylor website.” (Wikipedia)
I've been getting tips about Lord & Taylor since September and I had been waiting to see if there would be some announcement or, you know, an updated logo on their website. Neither has happened, but the new logo is visible on all their social media channels and is clearly being implemented everywhere else. For a well-known retail brand this is a terrible rollout strategy. Also kind of terrible is the new logo. Not only does it throw away decades of equity from the condensed script logo — read a history lesson from type historian Paul Shaw here — but it introduces an overly casual, Sharpie-esque script that looks like I wrote it. I have terrible handwriting. The old logo wasn't perfect and, unless you knew what you were supposed to read, it was highly unreadable but that's where equity comes in and that's what's been lost here. This new version takes away the luxury-ness of the old one and now looks like a logo for teenagers. It's trying too hard to be hip and unclear about who its audience is.
Thanks to Theodore Bouloukos for the tip.