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.”
i’ve asked some anglos on IRC just now and they seem to think cursive is reserved for perfect-looking 18th century-style calligraphy or something. think the font-face of the US constitution.
while to us, it’s… it’s just not :D
It’s a failure of our schools IMO. They make it into this dire thing that sucks when it should be more natural, like “you’re an adult now it’s time to eat salad and write in cursive”.
eh, i see no point in teaching it two ways, really. just teach cursive from the get-go. kids will pick up block letters (or whatever the american way is called) on their own if they want to.
or stop teaching cursive entirely. either way is fine, it doesnt really matter, just stop making cursive a thing :D