Typographic logos are tricky things: They can communicate trust or chaos, make you look smart or clueless, and come across as expensive or cheap. If the name belongs to a company that stands for heritage and quality, getting this right is serious business.

Shortly before London Fashion Week this fall, Burberry Group Plc unveiled a new version of its logo before the first runway collection under new Chief Creative Officer Riccardo Tisci. The old Burberry word mark hadn’t changed much since its “equestrian knight” was registered more than 100 years ago. It looked like something chiseled into the side of a venerable government building: slender and delicate letters, airily spaced with officious serifs.

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Were you a fan of ‘The Devil Wears Prada’? When it comes to promotion of you fashion brand, you may need to be just as vicious as Meryl Streep’s Oscar-nominated performance. 

Whether you’re selling screen-printed army shirts or intricate evening gowns, a measurable and effective promotional campaign is essential for boosting your fashion brand.