Alongside the Pre-Fall presentation today, Olivier Rousteing introduced a new Balmain logo. It’s a single B but not a single letter. Look closely at the negative space within the upper curve and you will notice a P. This refers to Pierre Balmain, first and foremost; but Rousteing noted that it is also a gesture to Paris.

Anyone who has been following Olivier Rousteing’s recent posts with glimpses of the new collection might have noticed it beaming forth from a belt or else in the background of the showroom. Developed by the prolific but not overexposed Paris-based creative studio, Adulte Adulte, the design is cleverly streamlined and self-contained. The shortened second stem makes all the difference—a distinctive flourish that gives a double reading. According to Rousteing, it took the better part of a year to perfect. “Getting the balance was an enormous amount of work—to arrive at a shape that people will remember.”

Indeed, unlike the vintage Balmain monogram that appears abstractly geometric and almost maze-like, the B circa 2018 is ultra-clear. “This letter is its own identity,” Rousteing added. Still, it now joins a growing list of Instagram-friendly luxury logos that are black on white.

The logo will first start appearing on a compact new bag style that is named—what else?—the B bag. The Pre-Fall images also reveal that it will be printed across shirts with an extra mention of Paris. For Rousteing, this was essential to anchoring what has become a global brand.

After eight years in the role of creative director, Rousteing said this marks a defining personal moment. “It’s something really emotional; it’s finally the beginning of a new era—and I know I already have so much to say for the next chapter.”

But with the logo acknowledging the maison’s founder, Rousteing continues to embrace Balmain’s past. In his mind, this signaling is stronger than the familiar medallion that glitzes up jackets and jeans alike. “We are known enough that we can push our heritage. Everyone knows me for the craftsmanship, the sexiness, and for pushing the limits. Now, I want to make sure this B becomes the symbol of French, timeless luxury.”