In order to emphasise the change in the company’s new orientation under Marta Ortega’s presidency, the Galician group is continuing its “rebranding” campaign for its businesses. By introducing a new logo for its home and decor chain, Zara Home, it achieves this by bringing it closer to its older sibling Zara and employing the same design language and font as the brand created by Fabien Baron in 2019.
The Inditex flagship brand Zara had its second rebranding four years ago when it unveiled its new look. The company’s logo had minor revisions in 2010, including a tiny increase in font spacing. With this most recent change, a Roman typeface with serifs, rounded edges, and considerable overlapping between capital letters is used.
With the help of this new picture, Zara Home will be able to harmonise its visual identity with that of its sister company, Zara. It is a logical progression for the decor business, which has been included into Zara’s operations since March 2019 but still runs as a standalone brand. Since then, the financial results of both chains have been simultaneously presented.
Over 400 physical stores are currently part of the global network of Zara Home, which was founded in 2003. The brand is remarkable for being the first in the group to enter the digital market; it is accessible online in more than 200 regions.
In terms of positioning, Zara Home’s costs are marginally greater than those of the other brands in the firm, positioning the brand in a more upscale market and resulting in the development of a strategy of partnerships with specialised companies or artists. This strategy follows the rules established by Marta Ortega to improve the reputation and market value of particular brands inside the group.
The Galician group has altered the chain’s identification before, but this is the most recent change. The young brand Bershka only introduced its new look in April of last year, choosing an all-caps bold style. This action commemorated the brand’s 25th anniversary and was the first logo update in its history.
Another Inditex-owned brand, Pull&Bear, also unveiled its fourth visual makeover, choosing to use geometric typography and a fresh retail design. The Inditex company as a whole unveiled a new corporate brand with a black and minimalist logo last year, and Stradivarius debuted a new visual identity. Sales for Inditex increased 13% in the first quarter of the fiscal year to reach 7.611 billion euros, while profits increased 54% to 1.168 billion euros.
