The FCUK logo for French Connection, much like their overall style is minimal and concise. The typeface Eurostyle makes the logo easily recognisable and there is no mistaking which brand it is.
The logo is easy to adapt season to season without straying too far from its roots.
The acronym, which is used in place of a well known swear word, can be read as said word without causing confusion.
This part of the French Connection branding has become synonymous with the explicit and sometimes offensive advertising it was used in during the late 90s. By some it is considered vulgar and in poor taste. Much like the Burberry check, it has become a part of history French Connection worked hard to move away from.
From this analysis it can be established that design did not contribute to the downfall of French Connection as a brand. The identity of the brand, intended to be cool and rebellious, became synonymous with everything crass and vulgar.
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