Fashion: Zara Has a New Logo and People Have So Many Feelings

There comes a time in every brand’s lifespan when things need a little refresh — or in the case of Zara, a new logo. Last week, the fast-fashion retailer updated its social media icons to reveal a new look designed by advertising agency Baron & Baron. The new logo is similar to the original, except the letters are taller and overlap. Fans immediately pointed out its similarities to Harper’s Bazaar’s logo, which Baron & Baron also designed. Some even joked and called it the “Harper’s BaZARA”
logo.

But while a new look always takes a while for people to get used to, the comparisons to other logos were not where the jokes stopped. “It makes me feel cramped and crowded and stressed out,” one person wrote. Others joked that the evolution of the logo would lead to all the letters sitting on top of each other by 2025.

Of course, for every hater, there’s a person who can’t get enough. “I actually like @ZARA‘s new logo. Am I the only one?!” a fan asked. Another chimed in saying that it felt more sophisticated to them.