Diane von Furstenberg unveils new branding to mark Saunders' first collection

Diane von Furstenberg has unveiled a pared-back new brand identity as it launches British designer Jonathan Saunders' first collection on its website.

The new logo spells out von Furstenberg's name in full in sans serif font; the previous logo used a serif font and just her initials. It was unveiled on Instagram at the same time as the brand's website was updated to launch the Saunders-designed SS17 collection, which is available to pre-order.

The new sans serif logo

Saunders was appointed as chief creative officer for the American brand, which was founded by Diane von Furstenberg in 1972, last May. He showed his first collection in a presentation at New York Fashion Week in September and received a warm response to his modern approach.

Prior to taking the role at Diane von Furstenberg, Saunders had his own brand for 12 years, which he showed at London Fashion Week, but he announced at the end of 2015 that the SS16 collection would be his last.

Jonathan Saunders for Diane von Furstenberg SS17

At the time of his appointment von Furstenberg said of Saunders: "Jonathan’s extraordinary talent for colours and prints, his effortless designs, and his desire to make women feel beautiful make him the perfect creative force to lead DVF into the future, I could not have found a cooler, more intelligent designer and I cannot wait to watch him shine as our chief creative officer."

His first collection includes new riffs on von Furstenberg's signature wrap dress, shirt dresses, wrap-front blouses and jumpsuit, skinny rib knits and "chain lace" dresses and jackets.