Hedi Slimane’s makeover of Yves Saint Laurent is gathering steam — and will extend to its moniker.
WWD has learned that the designer plans to change the name of the fashion house from Yves Saint Laurent to Saint Laurent Paris.
It is understood the YSL logo — a French cultural icon and a feature on an array of products, from shoes to lipsticks — will not disappear.
Side Note: The moniker lettering design is not a specific font, but a custom lettering done by Ukrainian-French painter, commercial poster artist, and typeface designer Adolphe Mouron Cassandre, in 1963—five years before he committed suicide:
With the onset of World War II, Cassandre served in the French army until the fall of France. His business long gone, he survived by creating stage sets and costumes for the theatre, something he had dabbled in during the 1930s. After the war, he continued this line of work while also returning to easel painting. In 1963, he designed the well-known Yves Saint-Laurent logo.
In his later years, Cassandre suffered from bouts of depression prior to his suicide in Paris in 1968.
Knowing this, I would presume that it's more than likely the new design/logo would go beyond just removing the Yves from Cassandre's design. I think we'll be looking at a whole new branding.