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.”

  • oregoncom [he/him]@hexbear.netEnglish
    34·
    2 months ago

    Calligraphy has been a big part of almost every culture with writing for millennia and will continue to be for millennia to come. It exists because it looks cool, trying to justify it with writing speed or whatever is just some bazinga brained bullshit and thinking it needs to be eliminated because “muh computers” is even more bazinga brained bullshit.

    Althought listening to millennials talk about the experience of learning cursive I can sympathize a little. Somehow Anglos can’t even teach their kids cursive without beating them or otherwise traumatizing them.

    • Huldra [they/them, it/its]@hexbear.netEnglish
      16·
      2 months ago

      If you’re looking at it through the modern conception of public schools you do basically have to justify it with some quantifiable metric like writing speed, or you discard it cause muh computers.

      Whole thing at the core is a problem with schools existing to prepare kids for the labor market, as well as having to quantifiably grade everything to determine a childs future opportunities in academic bullshit.

      And students know that they’re under pressure to determine their futures too, so they’re gonna be sitting there with cursive feeling like this is all bullshit that just randomly will fuck them over if they can’t get the hang of it.

      • Huldra [they/them, it/its]@hexbear.netEnglish
        9·
        2 months ago

        Really so much shit that public schools try to do, at least in my experience, is stuff that doesn’t work well in large class settings.

        Like art or music is stuff that really requires a tutoring experience to make real progress in and not just be some mickey mouse hour of fucking around and having mild fun just not doing something academic. I remember spending a whole half year term literally only learning the intro part of “Wish You Were Here”, with the teacher going back to the start every lesson cause he had to adapt to the hypothetical slowest learning student, and you didn’t learn shit except how to mimic that one set of movements, we didn’t even have actual picks, but the teacher didn’t teach us how to do fingerstyle either, you just had to do the bullshit fake pick by pinching your thumb and index finger.

        Cursive arguably would fall under that too, at least if you wanna view it as an art form or hobby, like give a kid a tutor explaining and talking about it directly to them and they’d probably find a way to have fun, or they say outright it seems boring and could get to choose something else.