Lyst, a fashion e-commerce platform of the LVMH Group, recently made a statistic that ranked the most popular brands of logo products in the site's more than 100 million searches in 2018. The top ten are Supreme, Champion, Fila, Prada, Fendi, Gucci, Kappa, Versace, Louis Vuitton and Cèline (CELINE pre-logo). Supreme, Champion and Fila, the three hottest brands in the 2018 tide brand, are at the forefront of the list and are not surprising. Because in their simple design, the part that best reflects the value of the brand is the logo, which is why most of their products have logos. Prada's logo is because the brand has added more classic nylon products this year, and it has been more popular. Kappa and Versace have seen sales of logo products increase due to the popularity of jackets and vintage jewellery. GUCCI and Louis Vuitton, the two most popular luxury brands, are naturally highly sought after. The sales of Fendi logo products increased by 70% compared with the same period, because it updated the logo earlier this year. The prototype of the new logo was taken from the 1974 version. One of the "F" stands for "Fur", which is the representative element of the brand, and the other "F" means "Fun", emphasizing the traditional fun. This is the third typical logo after Chanel's double C and Gucci double G. However, the new "FF" logo is more modern, more in line with the millennial aesthetic, and more responsive to street trends. Interestingly, CELINE also changed the logo after the new creative director Hedi Slimane took office this year, but made a wedding dress for the old logo product. The new logo removes the accent in the original Céline spelling, é becomes e, the font becomes more modern, and the spacing between the letters is reduced, making the entire logo look simple and compact. However, many people choose to go back and buy CELINE with "deaf children" to show their dissatisfaction with the new CELINE. 2018 is actually a year when luxury brands change their logos frequently. CELINE, Burberry, Rimowa, Balmain, Alexander Wang, and Courrèges all made adjustments to the logo. Earlier this year, Rimowa changed the round-headed, blue logo to a technically sturdy font and replaced it with neutral tones before the upcoming 120th anniversary. In August, with the appointment of Burberry's new creative director Riccardo Tisci, the logo changed. The new print is a woven pattern with the brand name "B" as the main character. The color scheme is contrasting with honey, beige and white. The latest logo uses a non-serif font, which is more refreshing, the letter spacing becomes more compact, and the original knight riding icon is removed. Just recently, Balmain also carried out the first logo update in the 80 years since the brand was founded. The new logo combines the letters P and B, meaning the founder of the company, Pierre Balmain, and the birthplace of the brand, Paris. Behind the “change logo†strategy, not only the new creative director wants to “change the dynastyâ€, but more often the brand is considering the consumer preferences, and it also marks the brand entering a new stage of development. It seems that their trends are very similar. The new logos of these brands all like to change the spelling to uppercase letters, and use a more concise non-serif font to make the letter spacing more compact. Gregorio Poggetti, a professor and graphic design expert at Malanoni College, said: "Basically, 99% of the logos are white backgrounds with black text. Many brands are looking for a clean, not surprising aesthetic, like sans serif fonts and Blocky font." It just seems that the design content is not high, but it loses the original brand features and historical sense, and closer to the tide brand like Supreme. But for the luxury industry entering the digital age, the fonts and styles of these new logos are indeed better for reading on mobile phones and computer screens.