Regal Brands Global chief strategy officer Sina Yenel stated that the modern sans-serif logo was a 'major misstep' and referred to its replacement as 'the biggest betrayal of the brand'.
Lord & Taylor emphasized their heritage by describing themselves as 'the signature of American style' on their landing page, signaling a commitment to their legacy with the return of the cursive logo.
'We are delighted to bring back our beloved logo and are dedicated to restoring Lord & Taylor's reputation for exceptional customer service and quality,' the company stated, showcasing a focus on heritage.
While modern sans-serif logos attract younger consumers, companies risk losing their heritage. If a script logo is well-known, customers may still recognize its significance, even if cursive is less readable.
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