Inditex revitalises Pull&Bear with contemporary new logo and brand identity

By

Triana Alonso

Translated by
Roberta HERRERA

Published
Apr 13, 2023

Pull&Bear, the young label owned by the Inditex group is undergoing a transformation in response to the changing times, as announced on the brand's social media platforms. The brand refresh includes a new uppercase logo and a sleek geometric typography with a more minimalistic approach than its predecessor. Pull&Bear's physical stores are also receiving a makeover, starting with its location at Marineda City in A Coruña.

Pull&Bear was the second brand launched by Amancio Ortega's conglomerate after Zara and was initially founded as a men's fashion brand in 1991. However, over time, the label's positioning has evolved, now catering to a youthful clientele.  

Today, the label offers collections for both men and women, and has repositioned itself to align with contemporary fashion trends that are casual and closely linked to the world of music. In addition, Pull&Bear operates two separate lines - Pacific Republic and XDYE - targeted towards the teenage market.

The brand's youthful direction is also reflected in the evolution of its visual identity. During its first decade of existence, Pull&Bear sported a logo with spaced uppercase letters that included the descriptor 'Clothing Company'. This reference was eliminated with the implementation of its second logo, which had a more avant-garde design and only featured the uppercase letters 'P' and 'B'. The third and latest logo, which is still in use today, was introduced in 2014. It boasts a minimalist design featuring uppercase sans-serif letters.

Zara, Stradivarius and Inditex have also renewed their brand identities

It appears that the fourth time's a charm. Entrusting the design studio Córdova Canillas' graphic design team, the new logo maintains the capitalised sans-serif font, yet some of the letters have been narrowed and their height reduced, resulting in a more solid and defined outcome. Moreover, the revamped identity features an avatar in which the letters 'P' and 'B' are rounded and fluid, creating an intertwining effect. This new avatar, utilised as the image in the brand's application, produces a monogram that references the 'PB' abbreviation used in the brand's original logo. 

Thus far, the newly unveiled identity has only been integrated into the chain's online platforms and at its Marineda City store in A Coruña. The space, showcased on the brand's Instagram profile, has added a series of screens and metallic structures to its 900 square meters of surface area, achieving a more contemporary result. Inditex is planning to gradually introduce this new image into its 624 stores worldwide.

This shift towards a more avant-garde and youthful positioning follows the recent rebranding efforts of other Spanish brands such as Tous or Bimba y Lola. In the case of the Inditex group, Pull&Bear is not the first brand to present a renewed image. For instance, Zara unveiled a new logo in 2019, and Stradivarius introduced its revisited identity last year. Additionally, the Spanish conglomerate revamped its corporate image parallel to Marta Ortega's appointment as president.

In fiscal year 2022, the Galician group increased its revenue by 17.5% to 32.569 billion euros. Meanwhile, the Pull&Bear chain is the group's third most profitable brand, behind only Zara and Bershka. Last year, its sales grew by 15% to 2.152 billion euros.