Eddie Bauer logo ditches the script because Gen Z doesn't read cursive

After nearly 60 years of its distinctive cursive, Eddie Bauer is adopting a blocky, minimalist logo.
After nearly 60 years of its distinctive cursive script, the outdoor retailer is ditching the script for blocky text and a goose.

Gen-Zers can't read cursive.

Is a Script Logo Right for Your Brand? - Amber Design

Tess Bauer Facebook, Instagram & Twitter on PeekYou

Gen-Zers can't read cursive.

Cursive

Brands rethink cursive logos

Eddie Bauer's Logo Revamp: A Millennial Perspective - Birds Eye View

Welcome To the Great Un-Cursiving of Logos Dieline - Design, Branding & Packaging Inspiration

Liesl Barrell on LinkedIn: Eddie Bauer changed its logo because Gen Z doesn't read cursive

Eddie Bauer Revamps Messaging, Focuses More on Wholesale, International Growth

Tess Bauer Facebook, Instagram & Twitter on PeekYou

After 59 years, Eddie Bauer is changing their logo because “kids don't even learn cursive in school anymore” The new simplified

Gen-Zers can't read cursive.