Stradivarius, the Barcelona women’s clothing fast-fashion retailer owned by Inditex, has refreshed its visual identity to better convey its essence: feminine and transformative.
Stradivarius is the fifth-largest brand in terms of turnover for the world’s largest fast-fashion group, Inditex — the company behind Zara, Pull & Bear, Massimo Dutti, and Bershka.
The new design has been carried out by the Barcelona studio Ana Mirats Studio to give the brand a more contemporary and refined look that resonates with the Gen Z.
Recently, Stradivarius has gone viral on TikTok with Gen Z’s discovering the brand and its £20 Organic Cotton Slim Mom Jean, which apparently are perfect.
The new logo and custom typography represent ‘that renewed femininity’ for which the brand advocates.
The name of Stradivarius, in capital letters and written in an exclusive font, denotes change and strength because ‘femininity today is also written in capital letters’ says the brand.
The typeface, which has two families, Stradivarius Serif and Stradivarius Sans, was designed by the Barcelona studio Extratype to provide “readability and notoriety in a more contemporary style.”
The treble clef, a symbol that reflects the rhythm and dynamism of the brand, was redesigned with cleaner lines and separated from the wordmark to become an independent visual element.
The brand has also opened a new store concept with the new visual identity in Plaza España in Madrid.
The new 700-square-meter store concept, called ‘Wave’, is inspired by the sinuous forms of the sea and uses natural and sustainable materials
Additionally, Inditex group’s young brand has launched its first digital fashion line for the Metaverse called “‘Digital Fashion: Dress the Future Now’.
The digital clothing can be purchased on the brand’s app and customers can try on the products on their own pictures and share them on social media.
Overall, the new logo accomplishes the goal of making the brand more polished, and with the brand trending on TikTok, I’m not surprised they wanted to update their identity to better connect with the people who buy it.
TBI
2 replies on “Fashion retailer Stradivarius refreshed its image with a new logo and custom typeface”
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[…] of Inditex’s strategy to update its brands which began with Zara in 2019 and were followed by Stradivarius and […]
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