In the early 1970s, to pay tribute to Guccio Gucci, the house’s founder, the brand produced a new iteration of its logo: two G’s side by side, inverted, overlapping to create a circle.

As Gucci unveils a (temporary) new version of its 87-year-old logo, we ask if we’re finally seeing the end of sans serif mania, and a new, weirder approach to branding from the fashion industry In his ...