He didn’t just change the logo, but the very name itself, from “Yves Saint Laurent” to “Saint Laurent”. Soon after taking the reins, Slimane decided to update the brand’s visual identity. In 2012, French designer Hedi Slimane was appointed Creative Director at one of the world’s most renowned fashion labels: Yves Saint Laurent. Let’s take a look at some of the most interesting examples from recent years. It appears that the idea was to make these brands more global by moving away from references to their heritage and simplifying their form. Logos were being “refreshed” or redesigned according to a common set of rules: It seemed that the most prestigious brands were all changing their visual identity, and all in the same way. In around 2010, the fashion world was swept by a very specific stylistic trend.
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