Zegna. Not a simple simplification

Ermenegildo Zegna is an Italian luxury clothing brand.

In December of 2021, the company underwent a rebranding (alongside an IPO). What caught my interest was the typographic part of the logo (the symbol made of stripes is functional, but there isn't much to dissect there).

  1. The new wordmark is simpler to read (they removed the long word, returning to their roots) and to use (reduced stroke contrast and brought proportions to a more square format).
  2. The density is delicately balanced. It's higher than its predecessors but without sacrificing readability, sometimes even enhancing it.
  3. There's a cool mirrored rhyme between the diagonal strokes in “Z” and “N”.
  4. Due to the bold serifs and the tilt in the central stroke of “E”, the wordmark has a fashionable vibe, aligning with modern typographic trends. But it's done in moderation, retaining accessibility for the masses.

More logotypes like 

Ermenegildo Zegna