Zara HomeCopied

In 2023 Zara Home changed its logo, and the new one will look familiar. Diario Design reported that Inditex's homeware chain now uses a typeface almost identical to the one Zara introduced in 2019. The logo appeared first on the website and social media, with stores, bags and labels to follow.

Harper's Bazaar Spain made the same observation more bluntly: typography and style are practically identical to Zara's, which looks like a strategy of uniting the two labels. It credited the logo to the art director Fabien Baron and placed the change within the transformation pursued since Marta Ortega became non-executive chair of Inditex in 2022, alongside moves into second-hand and efforts to cut the environmental impact of production.

Diario Design set it in the context of a group-wide metamorphosis. A year earlier Inditex had changed its own corporate identity, followed by new logos for Bershka, Pull&Bear and Stradivarius. Zara Home's stores were also being redesigned, with interiors that drew on the vernacular architecture of Galicia, using wood, stone, linen and granite, softer lighting and more rustic lines, and the brand had worked with designers such as the Belgian architect Vincent Van Duysen.

Applying Zara's treatment to Zara Home settles a question the group had clearly been asking: is Zara Home a separate brand or an extension of Zara? The answer is now visually unambiguous: the same letters, the same spacing, the same attitude, with only the word Home to tell them apart.

FashionNetwork placed the change inside a wider Inditex sweep under chair Marta Ortega: Bershka's first ever logo change that April, a new look for Pull&Bear, a new identity for Stradivarius the year before and a black, minimalist corporate mark for the group. Zara Home, founded in 2003 with more than 400 stores and online sales in over 200 markets, had been folded into Zara's operations since March 2019 and sits slightly above its siblings on price. Seen that way, the borrowed lettering is less a design decision than an org chart made visible.

For customers that clarity is helpful. The name Zara already does most of the work, and a shared wordmark lets the homeware business borrow the fashion brand's prestige. The cost is that Zara Home gives up any visual identity of its own, becoming a department rather than a destination.