Eddie Bauer logo ditches the script because Gen Z doesn’t read cursive
It’s a major rebrand that launches on Eddie Bauer’s digital platforms today and will start to appear at international brick-and-mortars on a rolling basis. By fall 2024, all Eddie Bauer products will begin to feature the updated logo.
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Though Bantle and his team initially toyed with the idea of keeping the script font, the general reaction they received was that it looked dated and, to some, confusing. “A big part of what I’m going to need to do here is reintroduce this great heritage brand to the next generation,” Bantle says. “And kids don’t even learn to read cursive in school anymore.”
They were teaching us a dumbed-down version of cursive in the early 1990’s. It looked like shit so I taught myself cursive because I’m a big nerd.
It looks better but nobody but me can read my handwriting. It doesn’t matter though since like most people I literally never write anything by hand any more.
Today schools here are barely teaching handwriting at all and students are mostly free to draw letters in whatever way they want. My eight-grader’s handwriting is more illegible than mine were in the second grade.