As part of the YSL rebrand, not only, as you all know, has the brand changed its name from Yves Saint Laurent to Saint Laurent, but it has also changed its logo, which we can now see from Editor-in-chief of LOVE Magazine, Katie Eleanor Grand’s Instagram post, below:

I for one never liked the old YSL logo, but I’m not really sure how the new one will benefit the brand. Even thoguh the old one was too kitsch for my taste, it was original and well known, while this new Chanel-styled typographical logo, with its beautiful and sans-serif font, is totally unoriginal an already seen a hundred times before.

Yves Saint Laurent’s creative director, Hedi Slimane, also gave us a chance to see a sneak peek of the new logo, by tweeting a picture of the logo on new packaging from the August issue of Vogue Paris, seen below:

Photo: DesignTaxi & Highsnobiety

 My question is – will this big visual change really be an issue? YSL – pardon – SL, is already a brand for itself, and while this kind of change may make a few customers dissapointed, I’m guessing the brand will be just fine. What do you think?