Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories.
For their new collection, Loewe and On have not only mixed their fashion styles but they've also combined their brand marks to give birth to a strange hybrid logo offspring. The marks combines elements from each brand's identity.
Fashion collabs have been coming thick and fast in recent years as brands jump on the appetite for limited editions. You're not anyone anymore if you haven't partnered with another brand for a capsule collection: the more unlikely the partner, the better. Combining logos is the logical next step. The Loewe x On logo combines two of the four mirrored Ls from the logo of the Spanish fashion house with the stylised O and the N from the mark of the Swiss sportswear brand. It's being used on Cloudtilt 2.0 sneakers , tank tops and parkas .The result makes little sense. The shapes fit together, but the two logos are so different aesthetically, one featuring elaborate cursive letters, the other modern sans serifs, that they don't exactly gel together.
Generally, hybrid logos happen in cases of mergers and acquisitions – think DaimlerChrysler or AOL Time Warner. But there have already been some exceptions in fashion. Supreme, which seems to base the whole point of its existence on collabs, kind of made a half-hearted attempt to combine its red box logo with the LV monogram in its 2017 Louis Vuitton x Supreme collection .
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