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New Logo for Armani Exchange done In-house in collaboration with Anagrama
 

before

after

Noted Nov. 5, 2015 by Armin

Industry / Fashion Tags /

About

(Est. 1991) “The modern wardrobe as only Giorgio Armani could envision it, Armani Exchange embodies the youthful spirit of a new generation. Armani Exchange takes a playful, urban approach to apparel and accessories, reaching a global audience through over 200 stores worldwide.”

Design by

In-house in collaboration with Anagrama

Related links

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Images (opinion after)
New Logo for Armani Exchange done In-house in collaboration with Anagrama
Logo detail.
New Logo for Armani Exchange done In-house in collaboration with Anagrama
Before (top) and after wordmark detail.
New Logo for Armani Exchange done In-house in collaboration with Anagrama
A couple of garment photos submitted by our tipster.
New Logo for Armani Exchange done In-house in collaboration with Anagrama
Newest store in Dallas’ NorthPark Center. (Source).
New Logo for Armani Exchange done In-house in collaboration with Anagrama
Photo booth printouts at the opening of the store above. (Source). If that geometric “AX” pattern in the background were the new logo I would be all kinds of excited.
Opinion

Officially launched but not formally announced, Armani Exchange has introduced a revised version to its logo that keeps the overall aesthetic but now presents all the elements in a streamlined sans serif approach. The biggest change is in the "AX" monogram that has lost its serifs and Didone structure for a cool sans serif with heavier thin-thick contrast. Opening up the spacing between those elements makes it feel looser both literally and metaphorically (like, it's not hardcore fashion stuff anymore). The full name wordmark also has more pronounced contrast between its thicks and thins and it's all the better for it, working more in unison with the monogram and, as a piece of typography, it's more interesting. But, really, either the old logo or the new logo work equally well, it just depends on whether you say tomayto or tomahto. In application, not much to see, just the logo on stuff. There is no due date for an Anagrama case study with photos of business cards and oranges or however they style them next but when, and if, it comes we'll do a follow-up.

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