Is this the new Saint Laurent Paris logo?
Posted by on July 22, 2012 | 1:28 pm EST

The new Saint Laurent Paris packaging

It’s old news that Hedi Slimane has rebranded the Yves Saint Laurent house into Saint Laurent Paris, but this photo on Slimane’s website delivers a clearer picture of where he plans to take the sails of the illustrious label. Slimane, always a lover of minimalism and black-and-white, posted what appears to be the new packaging—and logo—of the label.

True to his affinity for subtlety and minimalism, the logo uses a simple typeface. While the label hasn’t revealed what font face this is, the Fashion Glamour graphic designers hold that the Slimane opted for the Helvetica font. Although we’re as intrigued by Slimane’s plans for the label as every Vogue editor is, it seems like the designer is re-establishing Saint Laurent Paris as the brand of tomorrow—edgy, modern and Slimane all the way.

Photo from Hedi Slimane

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