Guided by extensive research and close observation, this rebrand of the Massimo Dutti logo seeks to distill and refine the essence of the fashion house, elevating its visual identity to more accurately reflect its understated luxury. With the brand’s minimal use of an emblem across its product range, emphasis was placed on reimagining the wordmark, preserving its monochrome palette and script typography to maintain continuity with its timeless heritage. Through subtle refinement, the logo is redefined to appear more modern and elegant, aligning with Massimo Dutti’s high-end positioning and contemporary values.