Fashion brand & Other Stories has debuted a new logo that has divided design fans. Known for its elevated high street style, the brand's new identity feels like an underwhelming corporatisation of its signature attitude – a trend we're increasingly seeing in contemporary rebrands.
While the best rebrands will often make a big change, there's a fine balance to preserving a brand's identity while also keeping it feeling fresh. & Other Stories' new look is a prime example of a rebrand gone too far, leaving a generic new identity that feels like a stranger.
