Zara / Inditex
Brand Finance
Peak value
22.3
Peak year
2025
Region
Europe
Zara's 2019 logo redesign by Baron & Baron — replacing the wide wordmark with a condensed, overlapping serif — generated more design controversy than almost any fashion rebrand of the decade. The change reflected Zara's shift upmarket: the old logo was fast fashion, the new logo was positioned closer to luxury. Inditex's brand genius has always been making Zara feel like it's in a different category than the other brands in the same mall.
2019 — New condensed overlapping serif wordmark by Baron & Baron
How much is your brand's perception worth?
Brand value isn't an abstraction — it's the price the market is willing to pay for trust in a name alone. See how the world's most valuable brands changed over 17 years, and what built or destroyed them every time.
0%
67%
of the B2B buying journey happens digitally - before anyone talks to sales.
SOURCE: FORRESTER RESEARCH
+0%
+17%
more conversions for every second faster a page loads.
SOURCE: AKAMAI /GOOGLE
75%
of how trustworthy a B2B website looks comes from design alone.
SOURCE: STANFORD WEB CREDIBILITY RESEARCH
0x
5x
revenue growth for companies that treat design as a strategic discipline.
SOURCE: MCKINSEY
See other brands
Design that works. AI that helps. Brands that earn trust.
HOW WE HELP
Your brand either attracts the right clients and positions you as a category leader, or it looks like it can't keep up with your ambition. We build the first scenario - by combining brand strategy, websites, and AI into one process that, unlike most agencies, doesn't start with "what color do you want?"
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