The Grand Return of Old Logos in Luxury Fashion
For a few years now, a strong trend has emerged in the world of luxury fashion: the return to iconic logos of the past. While the 2010s saw the triumph of a streamlined aesthetic — minimalist logos, standardized typography, and embraced sobriety — several prestigious houses are now reversing course. In search of uniqueness and cultural resonance, they are reintroducing their historical graphic signatures to assert their identity and strengthen their connection with consumers.
At Dior, Saint Laurent, and Burberry, this visual shift marks a desire to stand out in an increasingly homogeneous market. This change is not only aesthetic but also strategic.
Dior: A Reimagined Heritage
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Under Maria Grazia Chiuri’s artistic direction, the all-caps "DIOR" logo projected a bold and contemporary image. But the recent appointment of Jonathan Anderson as creative director marks a shift. Drawing from the archives, Anderson has revived a historical logo featuring a capital "D" followed by lowercase letters. More elegant and timeless, this choice restores Dior’s name to its original sophistication.
Saint Laurent: A Subtle Return to Origins
In 2012, Hedi Slimane made a radical break by removing "Yves" from the house’s name, rebranding it "Saint Laurent Paris." The new all-uppercase, sans-serif logo signaled a desire for radical modernity. Today, under Anthony Vaccarello, the brand hasn’t restored the founder’s first name, but it increasingly nods to its legacy: the YSL monogram reappears, serifed typography returns, and campaigns are visually rooted in the brand’s historical identity.
Burberry: The Knight Returns
In its 2018 visual overhaul, Burberry sidelined its historic equestrian knight emblem in favor of a clean, sans-serif logo. Since Daniel Lee’s arrival as creative director, the British house has decisively returned to its roots. The knight is back, alongside a typeface inspired by the archives. This visual rebirth fuses tradition with modernity.
The Return of Vintage Logos: What You Need to Know
Why are luxury brands changing their logos?
Logos are central to a fashion house’s identity. Their evolution often reflects a strategic repositioning. After a decade dominated by minimalism, many brands are returning to older logos to reclaim a more distinctive image and strengthen their storytelling. It’s also a move toward authenticity — now a core value in luxury.
What does the return of old logos mean for luxury fashion?
This isn’t just visual nostalgia. It’s a statement against the current uniformity of brand identities. By reviving strong historical symbols, luxury houses assert their uniqueness, build on the recognition of heritage codes, and rekindle an emotional bond with their audience.
Who is Jonathan Anderson and what is his role at Dior?
Jonathan Anderson, the British designer renowned for his work at Loewe, became Dior’s creative director in April 2025. He brings new energy to the house by reintroducing graphic codes from the archives — including a reimagined Dior logo. His approach blends conceptual rigor, historical depth, and an eye for detail, fundamentally reshaping the brand’s image.
Will Saint Laurent become "Yves Saint Laurent" again?
No. The house officially retains the name "Saint Laurent," introduced by Hedi Slimane in 2012. However, under Anthony Vaccarello, the brand increasingly references its heritage: the YSL monogram returns, serif typography is used, and campaigns draw inspiration from Yves’ era. These references reinforce its founding DNA without changing the official name.
How does the return of the YSL monogram affect Saint Laurent’s image?
The YSL monogram, designed by Cassandre in 1961, is one of the most iconic symbols in luxury. Its comeback reconnects the house with its roots, projects a more sophisticated identity, and resonates with younger generations seeking iconic references. It also reintroduces a refined form of ostentation, contrasting with the previous era’s restraint.
Does the return of an old logo imply a stylistic shift?
Not necessarily. It’s primarily a branding repositioning. Still, visual change often comes with an aesthetic reorientation: more structured silhouettes, bold motifs, explicit references to the house’s history. It reflects a move away from "quiet luxury" toward a more expressive form of luxury.
Where can I buy pieces with these heritage logos?
On mycompanero.com, we offer a curated selection of clothing, bags, and accessories from the most sought-after houses — all featuring iconic graphic elements from their legacy. These pieces tell a story — a return to the essence of true luxury.