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Comment by ekianjo | Hacker News Reader

What a botched job they did on Yves Saint Laurent logo. Truly amazing.

Personally, I think it is actually the best transformation among the fashion brand logos, because it also had practical benefit of simplifying its name to something more approachable and easier to pronounce. "Eave-sonlawrung." didn't exactly roll off your tongue ;-)

I have a soft spot for the original logo, but at 50 years old, it had a good run compared to most brand logo.

They dropped the easiest part (for English speakers): "eve"

Only if you know that's what it's meant to sound like already. Yves is not intuitively spoken as eve (which is also incorrect but besides the point) by someone who is not familiar with French

I’ve heard several people pronounce it as “wives” while walking around the high rent shopping district that recently popped up near my house.

No word is "intuitively spoken."

If we're talking in absolutes sure, but if you're taking an average person with a knowledge of only English, then Yves doesn't fit into any of the common word patterns a speaker would encounter.

Imho luxury brands should never change their logos. Ferrari is virtually unchanged since 1947, Porsche is still using exactly the same since 1963. Dom Perignom has never touched a pixel in their logo since their begginings in 1921, same as Dior since 1948. Sadly Moet-Chandon changed their perfectly valid logo created in 1743 in 2006, but at least they didn't botch it with sans and minimalism.

Then you have some back-to-beggining like Harley Davidson, which I'm sure YSL would do at some point in the future.

> Ferrari is virtually unchanged since 1947, Porsche is still using exactly the same since 1963. Dom Perignom has never touched a pixel in their logo since their begginings in 1921, same as Dior since 1948.

Porsche didn't update their font (or really not much if they did) but they did update the Porsche crest a few times (the one they slap on the hood / rims / keychains / headrest / etc.) though, but to make it better: at every change they actually made the "Porsche" letters on the crest be closer to the original Porsche font (font which was incredibly modern for the time when it came out: I've got a leaflet from a Porsche 356 from 1955 or so and the font hasn't aged at all).

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