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.”
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.