Stone island needs to do something similar and get rid of the iconic stone island buttoned badge like the design piece you posted above.
I wouldn't say they need to remove it, though they've been releasing extremely expensive pieces for about a decade as part of their Ghost and Shadow Project ranges, where the badge is either the same monochromatic tone as the rest of the garment, or it's a completely darkened tone. The badge is a huge part of their aesthetic, they won't get rid of it, it makes their pieces look militaristic and uniform. Picture this without the badge:
This is an insanely beautiful designer piece, heat-reactive to the wearer and outer temperature, and cost in upwards of £1350 when it was released a few years ago. This is what the true Stone Island brand is - aesthetically an extremely rugged and edgy militaristic style, which gives their pieces a terrifying character. Lads wanting a hard man look latch onto it, but they are hangers on rather than the ones that define the brand in fashion circles.