Marcelo Burlon County of Milan unveils new logo

As Off-White did just a few days ago, Marcelo Burlon has changed the logo of County of Milan.
Unlike Virgil Abloh's brand, the designer announced the news directly from his Instagram account, describing the new graphics with these words:

“Written with a clean San serif, arranged in a perfect square. The institutional cross is now full, the dazzling blue has been chosen as the touch of color of the new corporate identity.”

This updated version focuses on minimalism.
No more silhouette of a cross (inspired by the cross of Patagonia, Burlon's homeland). Now, the image is well defined, while the lettering is even more linear. The credit goes to the graphic design studio Bureau Borsche, which has been involved in the restyling, perhaps influenced by other famous fashion companies that in recent years have chosen for their rebranding a font with clean, regular lines that provides not only elegance, but also clarity and immediacy. 

The comments of Marcelo Burlon County of Milan followers to the new logo are very positive. We wonder if this umpteenth change in graphics (once again in San serif), a bit too similar to that of other brands such as Saint Laurent or Balenciaga, is not a symptom of a loss of identity that is affecting the industry. Dare or follow the trend?