They all say change is good but is it true?

Yes. Definitely. It may result in a bit of a downfall or it could lead to a rise. That's the intention of brands when they decide to rebrand their aesthetics. Many of them have done it by now. Name me one O.G. label that's stayed the same since the establishment. 

Some consumers are a fan of the new look, some prefer the old one but as my mom says 'you can't fullfill everyone'. I actually like the new Balenciaga and Saint Laurent image. Those two have always been the ones with unusual designs and disruption of the market, therefore, the new font sort of fits with the aesthetics. The font is one of the most important factors of a brand image and story. Before all of this, each brand was different, you were excited to see beautiful fonts and designs in a label. 

What a lot of people have noticed, is that a lot of brands go for the simple, not ground-breaking font. The reason behind this, is that a research found that people react more quickly, easily to these simple fonts. Is this true? We can only wonder. That change leads to all of them looking very similar if not the same. But we don't notice that in particular because the products differ from one another like day and night. And when you put those names right next to each other, that distinctness is no longer visible. 

I was a fan of the old fonts, it gave a certain 'umph' to a brand, it was alluring and unique. Some brands need to understand, that rebranding is not an alignment and remaining a unique image is crucial.