Demna Gvasalia has totally overhauled Balenciaga's image since he took the lead as creative director in 2015. On Friday morning, the brand unveiled the latest thing Gvasalia has shaken up: the label's logo. Like Raf Simons at Calvin Klein and Jonathan Saunders at Diane von Furstenberg earlier this year, Gvasalia has decided to redesign his storied house's typeface to better reflect the brand's direction under his leadership.
In typical Gvasalia fashion, the inspiration came from a rather pedestrian source.
"Conceived in-house, the development process was inspired by the clarity of public transportation signage," the brand said in a release. It's a move that immediately calls to mind the DHL logo that Gvasalia made so popular, even if he did so at his own label Vetements rather than at Balenciaga.
"The result is a visually shortened logo which gives a simple, bold stamp to the timeless deluxe Balenciaga signature," the brand continued. The typeface will debut at Balenciaga's Paris Fashion Week show on Sunday.