The new font also includes a curve on the “Z ... to carve out a place among these luxury fashion houses. Still, Zara’s logo is far more squat and crammed together than Baron’s other ...

(Picture: Zara) ‘Zara’s new logo is like someone had popped up Photoshop, selected a random serif font and started to play with the letter spacing tool,’ wrote one Twitter user.

The logo, the first refresh since 2010, was created by artistic agency Baron & Baron. It is believed the font chosen is the signature typography of Zara artistic director and founder ...

The previous logo, designed in 2011, featured generous gaps between letters The new font resembles the signature typography of Baron & Baron founder Fabien Baron, who is also Zara's artistic ...

The latest example of this? Zara switched up its logo – and social media’s going a bit stir crazy over it. It’s an unexpected move, and only the second time Zara has changed its logo in 45 ...

A screenshot from Zara's website showing the new logo. Credit: Zara.com To understand the revolt, one needs to appreciate the conventions around kerning (the space between letters in print).