The new logo uses a more rounded font than the current Cotton On Group logo (pictured here), and puts more of an emphasis on the word ‘On’. This would be Cotton On’s first major rebrand since it launched in 1991.
When contacted by ™Watch, a Cotton On spokesperson declined to comment on the record.
It’s worth noting that the current Cotton On retail logo (pictured here) uses the same font as the Cotton On Group logo, suggesting a change of one will lead to a change of all Cotton On branding at some point.
The trade mark application for the logo was lodged yesterday, 22 August, and covers various retail, fashion, accessory, advertising and business classes.
Cotton On has over 1,000 stores worldwide, including outlets in New Zealand, Singapore, Germany and the US.
It come under fire in December last year for selling highly flammable children’s sleepwear which was misleadingly labelled as ‘low fire danger’, for which the company was fined AUD$1 million. In June this year, it signed the Bangladesh Fire Safety Accord to ensure better conditions for workers in the country.
The trade mark application is at the early status of ‘Indexing Approved’, meaning it has not been seen by an IP examiner yet.
It was specifically lodged by the Sydney office of ‘Cotton On Clothing’ and a legal representative, EKM.
Click to view a screenshot of Cotton On Group’s trade mark application for a new logo.