Branding is telling a story, and they create their narratives, and sometimes they change. Also, it is like a novel that the consumers can involve with. When the consumers buy expensive products, they pay for the activities that are made and pay to be involved with the brand’s story, especially famous brands (Tungate, 2012).
Also, sometimes the narratives can be changed. For example, Burberry’s iconic check pattern is linked with the “chevy” culture, and the image of the Burberry luxury brand has been downgraded (Tungate, 2012). Rebranding is changing the self-identity of the organization and trying to change the image of the external stakeholders. It changes visual identity and the actual change within the organization (Izuu, 2011).
Bershka is under Inditex’s umbrella. Bershka is a brand for young people, and it is famous for being a cheap, pop, and trendy brand. To rebrand Bershka’s logo, we need to fit its concepts which are pop and for young people. The first one is too traditional because it is a serif font which gives the impression of being traditional and old. ZARA uses serif font because it is more expensive and classic than Bershka. However, the space between the letters makes it unique. The second one fits its concepts because the san serif font is more modern and clean (HOJJATİ, 2014), and the color of the text makes it pop and trendy.
References
Hojjati, N. and Muniandy, B., 2014. ‘The Effects of Font Type and Spacing of Text for Online Readability and Performance’, Contemporary Educational Technology, 5(2).
Izuu, J. (2011). Review on Models and Reasons of Rebranding. International Conference on Social Science and Humanity IPEDR (5). pp.445-449.
Tungate, M. (2012). Fashion Brands: Branding Style form Armani to Zara. Kogan Page, Limited.