Dior’s first shows under Jonathan Anderson’s leadership coincide with a change in the brand’s logo. The house is moving away from the familiar DIOR, written in all caps, and returning to the spelling Dior. The basis is the Cochin font, which Christian Dior used as early as the late 1940s. The new version has already appeared in the Spring-Summer 2026 collections, on labels, and in clothing details. These elements clearly signal the start of a new chapter.
The main change concerns the word itself. Now it starts with a capital D, while the rest of the letters are lowercase. This makes the lettering look softer and more relaxed. The first letter anchors the entire composition, while the rest appears lighter. The spacing between the letters has increased, so the word doesn’t look cramped.
The letters themselves once again reference the brand’s classic typography. The serifs are thin, and the contrast between thin and thick strokes has become more pronounced than in the version with the capital letter. As a result, the Dior logo looks good across various media, including embossing, embroidery, and packaging, within a gray-cream color palette where attention to detail is crucial.
The change is also linked to the broader situation in fashion. In recent years, many houses have adopted similar sans-serif lettering, making brands look too similar to one another. Dior went in a different direction, returning to a typeface with historical roots. This style restores a more personal look to the brand and a connection to its origins and the Parisian milieu.
The shift aligns with Jonathan Anderson’s approach to the house’s heritage. It’s not about a complete break with the past, but rather a return to an earlier point and a fresh interpretation of the archival foundation. The new logo doesn’t start from scratch. It takes the old typography and places it within the current context.