Diane Von Furstenberg rebrands under Jonathan Saunders

The brand gets a new colours, logo and monogram

By Verinia Khoo | Published: 13 Jan 2017

Saunders' new DVF
Photo: dvf/Instagram

Jonathan Saunders' next step in refreshing Diane Von Furstenberg's eponymous label, as chief creative officer, is to rebrand it by giving it new colours, a new logo and monogram. The new logo was just revealed yesterday and it was designed by Saunders in collaboration with creative director Jonny Lu.


Introducing the logo for the new Diane von Furstenberg. Visit our new website at

A video posted by DVF (@dvf) on

The modern look is meant to complement DVF's new patterns, prints and changing colourways. "It wasn't just a question of changing something to signify a new chapter," Saunders told WWD. "What I was trying to do, through different elements – the logo is just one of them – is define a language to allow our customer to look at the brand and identify with the brand but to allow the clothes to do the talking."

You can expect to see the new colours and logo in DVF's upcoming Spring campaign. "This is a brand you associate with colour," Saunders said. "The idea is being able to work with different colours, rather than one brand signature colour. If you're known for colours and prints and the combination of colours and prints together, why have just one brand colour?"

Related: Swoon over Jonathan Saunders' first collection for Diane Von Furstenberg


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