The article discusses the trend of anonymous branding in luxury goods and its recent adoption by pop stars in their album art. It focuses on Charli XCX's use of bold, minimalist typography that intentionally polarizes listeners, contrasting it with the more generic sans serif fonts used by other artists. The author argues that this bold approach ultimately makes Charli XCX more relatable and authentic, standing out in a sea of homogenized content.
Open almost any designer coat in a department store and you’ll find the brand’s name typed in slim Helvetica -style font. This trend was, and the gist is that anonymous branding means ostracizing less people, which means more customers, and ultimately, more sales.
In the same way that brands like Burberry sanded down the edges of their logo to reach a larger and less fashion-conscious audience, pop stars are hell-bent on being perceived as “one of the girls,” for fear of being cancelled or too unrelatable.. Yes, these girls and their teams were most likely formulating these artistic decisions at the same time, but Charli honed in onfeatures “PARTY GIRL” typed across the stage.
Culture ALBUM ART BRANDING MINIMALISM CHARLI XCX Helvetica
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