A sales slump in Europe is forcing The French Connection company to re-think it’s logo and branding. With sales down 9%, French Connection is seeking to tone down usage of the FCUK which at first glance looks to be something other than the namesake logo. While the name of the company would stay the same, splashy FCUK ads would be reduced and usage of the French Connection name would be more pronounced. A FCUK spokesperson said that “Use of the FCUK logo has been toned down and will be used in a much more subtle way.
“Branding on the recent autumn/winter collection has been significantly reduced and used in a softer manner.
“But FCUK is interchangeable with French Connection as the company’s name and so will continue to be used.”
She also added: “Logos are no longer prevalent in fashion collections and this is a response to the fact that our customers want something different.”