When I was in Tokyo last month, I walked past a department store near the Shibuya Scramble Square. I stopped and did a double take because I saw this: It was a signboard showing a bunch of luxury brand logos. What struck me was how similar they look. I already have trouble differentiating luxury brands, and now their logos look exactly the same. What’s interesting was that fashion logos didn’t look like this in the past. For example, take a look at what Balenciaga’s old logo looked like for almost 100 years from 1917 – 2013: Image from 1000logos At least the old logo had a monogram, and the diagonal “stitches” gave me a clue that it’s a fashion brand. Compared to the old logo, the new, “modern” logo seems boring and lacking in personality. It says nothing about what the brand stands for. If an alien came to earth and saw the new logo on a wall, it would’ve forgiven it for mistaking it...