Diane von Furstenberg has taken the first step in reinventing itself by unveiling a new logo.
The brand, founded by fashionista Furstenberg in 1972, named Jonathan Saunders as its new chief creative officer in May 2016 and he’s been putting his own stamp on the label ever since.
Ahead of Saunders’ fall 17 show for the brand, he and DvF have shared a new logo, monogram and brand colours on social media. Made by the designer himself and creative director Jonny Lu, the new logo has a wide gap between the words ‘Diane’ and ‘von’, with ‘Furstenberg’ sitting on a second line. It will feature on packaging, hangtags and woven tags, as well as on the fashion house’s newly transformed website.
“finally! New logo is out for @DVF by @jonnylu #dvf,” Saunders wrote on Instagram, sharing a yellow version of the logo.
Meanwhile DvF’s official account shared a yellow, red and blue version of the new design.
“Introducing the new logo for the new Diane von Furstenberg. Visit our new website at DVF.com,” officials wrote.
The new site features a large video in the middle of the page, showing the streets of New York and what happens in the design studio as sketches are drawn and clothes are made.
Speaking to WWD, Saunders insisted it wasn’t a move to signify a new chapter; instead he wanted to find a way in which customers could instantly recognise the brand, but not take attention away from the clothes themselves.
“The idea is being able to work with different colours, rather than one brand signature colour,” he added of the bright shades used. “If you’re known for colours and prints and the combination of colours and prints together, why have just one brand colour?”