OSCAR DE LA RENTA – “Increasing Brand Relevance with Customers Through Modernizing the Logo”

Company History
Established in New York City in 1965, Oscar de la Renta is one of the world’s leading luxury brands. In addition to its internationally renowned women’s ready-to-wear collection, the house encompasses a full line of women’s accessories, bridal, children’s wear, fragrance and home décor. Built on a foundation of femininity, craftsmanship and timeless elegance, Oscar de la Renta designs embody its founder’s colorful joy for life, a dedication to classic form and structure and an unwavering attention to detail. Laura Kim and Fernando Garcia are the new creative directors of Oscar de la Renta. The duo worked alongside Mr. de la Renta and will make their Oscar debut in early 2017.

The Challenge
Luxury brands are continuously searching for ways to emphasize their long standing heritage while simultaneously adapting to new consumer standards and tastes. Oscar de la Renta is a luxury brand that embodies the values of its core audience: the modern, feminine woman who is always elegant, sophisticated and not casual. Therefore, the company would like to ensure that all brand aspects remain modern and appealing to this segment, while also attracting a new customer.

“Increasing Brand Relevance with Customers Through Modernizing the Logo”

The eight-person team from Parsons The New School for Design and Columbia Business School collaborated in the creation and design of a new modernized logo for the Oscar de la Renta brand. The team took a number a steps in evaluating whether a logo change would be beneficial for the brand. Initially, the team evaluated the reasoning and strategic impact of making a logo change through analyzing competitor and non-competitor brands. Next, the risks associated with a logo change specific to heritage luxury brands were assessed and strategic branding initiatives were heavily researched. Ultimately the new strategy would need to appeal to the current customer base and attract new customer segments.

The team went back to what captivates the customer about ODLR and reviewed the brand essence. This allowed them to identify a total of six target customer segments for both domestic and international markets. Thus, an “on brand” marketing strategy was created that can be leveraged with the new logo launch and the debut of the new Creative Directors. In addition, the team designed multiple logo options which include concepts for branded stationery as well as packaging based on the brand’s current philosophy, color palette, and typography. The recommendations seek to reposition and evolve the Oscar de la Renta brand and to provide new resonation channels that capture and connect with ODLR fans around the world.

The Team

  • Anna Skvortsova, Parsons The New School for Design, B.F.A.
  • Ashley Mackel, Columbia Business School, M.B.A.
  • Chanel Tyler, Columbia Business School, M.B.A.
  • Cindy Lin, Columbia Business School, M.B.A.
  • Deepali Kavalani, Parsons The New School for Design, B.F.A.
  • Urvi Raghbeer, Parsons The New School for Design, B.F.A.
  • Varsheeni Raghupathy, Columbia Business School, M.B.A.
  • Yang Liu, Parsons The New School for Design, M.F.A.