Diane von Furstenberg made news when she passed her namesake throne to young Scottish designer Jonathan Saunders last May. Now, in conjunction with Saunders’ debut spring 2017 collection, the brand has just dropped new branding – logo, monogram and brand colours. The makeover also signals a total makeover on dvf.com, a platform from which customers can shop and place pre-orders on selected pieces from the spring collection.
Collaborating with creative director Johnny Lu, Saunders produces a brand logo that is “bold, timeless and inviting to a new DVF audience”. The clean and bold custom typography was designed to sit with pattern, print and changing colours from season to season. There is a distinct space between “Diane” and “von Furstenberg” on the logo. The pair also collaborated on a new monogram inspired by an archival DVF brand mark designed by Italian architect Massimo Vignelli in the 1970s.
The new branding is a bold departure from DVF’s renowned classic femininity. While femininity is still a big part to its revamped identity, the new DVF is definitely younger and has a more unisex undertone to it. To direct focus to its rebranding, the brand has also opted out of producing ad campaign for the season.
“I’m very excited to finally share with consumers my vision for DVF,” said Jonathan Saunders, Chief Creative Officer of Diane von Furstenberg. “We have taken the brand’s core values and energised them for our modern women.”
