Clothes have become a great tool for brands to showcase themselves. Although their shape, size and even existence have transformed with consumer expectations and the changes in fashion that follow, brands are still a status symbol for most of us, a marker indicating the class we belong to, and even an icon integrated with shape, color and patterns. Now let’s take a brief look at the changes in the logos that brands place on clothes.
As the changes in the world and new ideas began to open up more space for themselves, brands in the ’80s and ’90s began to boldly display their logos on the clothes they produced. In these years, carrying certain brands became a status symbol in the eyes of consumers, and there were even products that became objects of desire.
It was a unique opportunity for brands to advertise on free-standing billboards anywhere in the city at any time, and on top of that, they could get paid instead of paying for it. With these behaviors, along with other marketing activities, brands had the opportunity to create a strong identity both visually and culturally.
By purchasing and using the products of certain brands, consumers felt a sense of belonging to a certain social class and believed that the products they used gave them prestige in the society they lived in; People wore them like badges. The most accessible form of what proved the state of existence in this artificially created social bubble was the brands of the products, and the iconic shapes of these products and even the logos on them successfully fulfilled their functions. This is exactly what brands want to make consumers feel: to feel like they belong and are in a social group. The fashion industry was fueling this, and the desire to demonstrate belonging to a class was emphasized with the products produced by brands.
A notable change occurred in the 2000s regarding large and eye-catching logos displayed on clothing. A new concept called minimalism and quiet luxury trends began to affect the fashion industry and began to stand out among other trends. As fashion moved towards a simpler look, the logos on the clothes also became smaller and were positioned only as a small detail on the garment. Eye-catching and large logos printed on clothes were now out and having eye-catching logos on clothes was considered insincere.
The most important reason for this can be defined as the fact that users are now curious about more things about the products they buy.
Because the answers to questions such as where, under what conditions, with what materials were used and how were these products purchased as part of their daily lives, have become at least as important as the privileged belonging and social status offered by the brand. People’s desire to express their personal styles and identities independently of the symbols of brands also contributed to this.
Therefore, instead of thinking about how to include their logos as large as possible on the clothes, brands started to think that they should focus on the quality of the clothes, and even their production techniques and workmanship. While these paved the way for designs to become simpler, they focused on the function of clothes, and with the rise of the concept of minimalism, people discovered that they could be stylish while looking more modest.
This understanding of simplification in design has manifested itself not only in the consumers of brands that appeal to large masses, but also in boutique brands that supply products to people who position themselves in a specific group, and has allowed the development of brand new marketing strategies that will prevent people from being described as insincere or even uncouth when viewed from the front.
New strategies developed based on mottos such as brands being a part of people’s lives, which have become popular in recent years, have led to finding ways to display logos on clothes in an integrated, inconspicuous and more aesthetic approach.
A brand is now much more than a symbol for many. Intricate logos that are integrated into the textures of clothes or that are not visible at first glance but are noticeable when looked carefully, and even shapes and colors that brands appropriate to themselves are now among the main elements of modern brand communication. This change in production is actually a good indicator that the perspective of consumers towards the logos they carry has also changed.
As in many areas, changes and transformations occur in the fashion world. The currently widely accepted approach is to respond to the search for a refined appearance and sophisticated identity.
Consumers now want products that are made of higher quality materials, that are high quality enough to last a long time, and that have gone through more sustainable processes from production to use, which can be counted among the demands of more conscious consumer societies, instead of carrying the big and flashy logos of the brands on them. Even the positive improvement in environmental awareness can be defined as a trend that encourages logos on clothing to remain in the background and focus on design and materials.
It is actually a long journey for the logos printed on clothing by brands to become a part of our lives within integrated designs, from a flashy status symbol. The main reason for this change is directly related to changes in consumer behavior and how strong the perception of fashion has on society. Changing the way logos exist on clothes is not only about aesthetic preferences, but also about redefining the value that the brand adds to the consumer…
