It is only the 2nd time in the 44-year-old history of the chain that the logo is adjusted. In 2010 it was for the first time changed, which was the impetus for a lot of other adjustments in the case of the retailer who in 1975 founded by the Spaniard Amancio Ortega Gaona. The shops themselves were then also a more contemporary make-over.
For the new logo was chosen to make the letters a bit closer together on the slide and also to make them longer. The font is also a bit more graceful. Against the trend of other fashion brands, they contain, however, still wrote (the thin have serifs at the end of the vertical and horizontal bars).