And if the designer of the ZARA logo had approached a different method for design the current logo? 

My answer is Deconstructivism, using this with the right font, it results luxurious and modern, inserted in a square grid, perfect to be an icon. 

The deconstructivism allows each letter to be different from the other, like the two A’s, which I’m one above the other, but without be redundant, having the same font, but with a shape different, resulting recognizable and alive.