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New Logo for The Iconic by Francesco de Chirico



Noted Jun. 17, 2014 by Armin

Industry / Retailers Tags /


The Iconic is a Sydney-based Australian, online fashion retailer. The company was launched in 2011 under ecommerce incubator Rocket Internet, and is one of Australia’s largest online fashion retailer, managed by the Zalora Group. Fashion Retailer The Iconic sets 2013 Record with $28m Verlinvest Funding Deal]”, Ruehl, Mercedes, July 12, 2013 creating a growing home-based fashion community. Since its launch date, the brand has become an Australian online fashion retailer which stocks around 500 brands, including Australian labels by Johnny,sass & bide, and Camilla and Marc. International brands stocked include J Brand, Nike, Levi’s, G-Star RAW, and Adidas, with UK high street brands, River Island, Dorothy Perkins and New Look. THE ICONIC also has warehouses in both Sydney and Melbourne.” (Source: Wikipedia)

Design by

Francesco de Chirico (Sydney, Australia)

Related links

The Iconic new look announcement

Relevant quote
We carefully crafted our new-look logo to represent our vision and beliefs. It defines our love for fashion and stands for quality, individuality and our appreciation for the finer details. When nothing else is said, our logo is what instantly connects us to our customers.

The Iconic new look announcement

Images (opinion after)
New Logo for The Iconic by Francesco de Chirico
Logo detail.
TV spot.

The old logo was clunky and not quite fashion-related. This new logo is perhaps a little TOO fashion-related with its Optima-esque new wordmark that looks like any number of cosmetic or high-end fashion brands from the 1990s. Nonetheless, it is a nice-looking wordmark and looks far more appropriate than the previous one.

Thanks to Steven Fabre for the tip.

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