So what’s the difference between these and say, Supreme’s, which is also clean, simple and modern? We’re no typography experts, but these just seem harder to tag to a particular period, gender or trend. Take Valentino’s, a clever abbreviation of the one used in the ’80s, and printed XL across bags and coats. Or Balenciaga’s, which is inspired by that used on public transport signs, introduced on classic, ladylike top-handle bags this year. Clarity, not style, is the main purpose here. Of course, that they’re emblazoned almost randomly across all kinds of products, and will be as hyped about as most of today’s logo “merch” is ironic – and that only makes us like them more. 

This story first appeared in Female’s April 2018 issue. 

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