If you are Balenciaga what does it bring to have fancy font? It only might make it less readable, makes hassle for production/printing on different types of thi

If you are Balenciaga what does it bring to have fancy font? It only might make it less readable, makes hassle for production/printing on different types of things. People want to see brand name and you have already established brand - why would you make it harder to for people to see who you are. I can understand if you are a startup that wants to catch an eye - but established companies not really.