Peter Miles, who also designed a new logo for Proenza Schouler, says it is confidence that makes a great logo. “There’s no rule [as it] depends on the starting point,” he says. “Sometimes a strong logo has been in hiding and all that’s required is editing and repair work.”

Jonathan Saunders, chief creative officer of Diane von Furstenberg, has rebooted the company’s creative strategy, reimagining everything from its mannequins to its shopping bags, which were once sealed with the imprint of a hot-pink kiss. Importantly, Saunders also redesigned the DVF logo in collaboration with the art director Jonny Lu, creating a stark Helvetica stamp of a brand —or a flag, as he points out — with “Diane” and “Von” sitting on equal but opposite sides atop “Furstenberg.”

“Today, a logo is simply an aesthetic motif in a designer’s arsenal of house codes.”

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