What's Happening?
Jonathan Anderson, Dior's artistic director, has reintroduced the Cochin font for the brand's logo, marking a return to its historical roots. The font, originally chosen by Christian Dior in 1946, features a capital 'D' followed by 'ior' in lowercase. This change symbolizes a return to the brand's origins and a departure from the all-capital Serif font used since 2016. The new font was discreetly launched on the clothing labels of the spring/summer 2026 menswear collection. Anderson discovered the original wooden blocks of the Dior logo in the house's archives, which inspired the revival of the font.
Why It's Important?
The reintroduction of the Cochin font signifies a strategic move to reconnect with Dior's heritage and reinforce its brand identity. This change reflects a broader trend in the fashion industry where brands are revisiting their origins to strengthen their market position. The decision to use a French typeface highlights Dior's commitment to its cultural roots and distinguishes it from competitors. This move could influence other fashion houses to explore their historical elements as a means of differentiation and brand loyalty.
