As Gucci unveils a (temporary) new version of its 87-year-old logo, we ask if we’re finally seeing the end of sans serif mania, and a new, weirder approach to branding from the fashion industry In his ...

F or its F/W 25 collection, Gucci models walked through a dark green–coated space with a massive interlocking G logo in the middle. The color alone—a departure from the black cherry that has ...

and the color switch from red to green — both integral to the Gucci stripe logo — put a definitive line under it. The design team had just 2 1/2 weeks to pull together a new collection after ...