I recently came across this word mark/logo for American Apparel. I think that this logo fits the image of the company perfectly. American Apparel sells simple but trendy clothing. Similarly, the image is plain but can be universally perceived as a store that sells quality basics. The font is sans serif and this also helps to give the logo a more modern feel. I think that together the logo really embodies the general feel of the company. The x-heights also seems to give the logo a feel that would attract a younger crowd.

Though the logo is the bare basics, I believe it works positively for this company.