"Cheap and nasty" new Massimo Dutti logo is really upsetting people

Massimo Dutti logo
(Image credit: Massimo Dutti)

Another fashion logo has succumb to the trend. Massimo Dutti, a Spanish high-street brand from the same stable as Zara, has ditched its quirky cursive logo for a cleaner, more subtle look. In doing so, it follows a long line of fashion brands that have simplified and flattened their logos in recent years.

Cursive logos in particular are increasingly being consigned to the past. Even the Johnson & Johnson logo, one of the oldest logos that was still in use, ditched the script recently. Those bemoaning the explosion of super-minimalist sans serif logotypes can at least be take solace in the fact that Massimo Dutti has gone for a serif typeface. But there's a little detail that's irritating people... Is that a double space between Massimo and Dutti?

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Joe Foley

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. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.