It happens as it did with GAP, that followers can stop ‘helveticanisation’.
Calvin Kleins logo iteration from the early 1990’s. The current Version is all caps a bit thicker and designed by Raf Simons.
Burberry’s new word mark, by Ricardo Tisci and Peter Saville comes with the excuse that they only had 4 weeks of time. “It looks like it was done in Microsoft Word.” (David Griner).
American Apparel always was its own self-made intergraterd coummunications inherent. An intentional clash of clean , classic industrial design and often offensive adverts. DIY, sweatshop free, local employees. An American dream come true.