I read this very spot-on article, written by Lisa Dougan. The head topic was the secret logomania trend that is back. Bold logotypes were huge in the early 2000 when it was all about conspicuous consumptions or showing off. Todays is all more about the graphic shapes of logos being a part of high-fashion brand communication. Now we are looking for something more refined and pieces that makes us feel classy. For an example, the french brand Kenzo has worked with their logo from a K to this season’s almost graphic symbol (read the Tiger sweater embroiderment as well as the Eiffel Tower print – sweaters that by the way has become too over-exposed and just too boring…). This so called subtle logo fit right in with the current wave of post-minimalist fashion. Even Christian Louboutin’s red sole confirms that a pair of shoes are their design. It’s about symbols – symbols that are being received with like-minded people, rather than sirens-blazing, look-at me statements. So these small details, sometimes tiny fashion details, are true important factors of todays consumption of fashion. These details can have the magical power of making you feel real good – which always shows on the outside as well. It’s a so called subtle and secret logomania of today. It is very interesting to watch this kind of transformation and see in which way the industry and ourselves are heading. For a long time it has been ‘cheesy’ to show off you logo-printed leather goods, clothing and shoes. For an example: you wouldn’t wear the classic Louis Vuitton print on your wallet but definitely Bottega Veneta – just as expensive but more subtle and nobody ‘knows’ and recognise the classic braided leather except you and your sphere. 
But I believe that the logo’s are truly coming back, in new shapes, but also as in original forms and designs. Like the Yves Saint Laurent label that turned to their roots with the name svitch to Saint Laurent (and the logo as well). I kind of dig the idea, especially if it comes in a slightly more classic and original designs and shapes of the products. In a time when you don’t want to show off your exclusive taste – in case of bags, shoes, clothing and accessories (the label shown as little as possible) – you actually DO want your like-minded people to know.