With a vision to restore the brand to its 1966 form, YSL plans to use the same fonts and graphic design from that era. A spokesperson for the brand stated to WWD that these changes will help the fashion house in “restoring the house to its truth, purity and essence — and taking it into a new era” while “respecting the original principles and ideals.”
Although there is no plan for a logo change, we will see a new name for the brand. Originally named “Saint Laurent Rive Gauche” when the first boutique opened at 21 Rue de Tournon in 1966, the currently brand known as “Yves Saint Laurent” will now be called “Saint Laurent Paris.”
All changes are expected to be introduced over the next several months.