Say hello to the new CALVIN KLEIN in caps.
Calvin Klein, one of the most famous American brands in the world mostly recognized for its male underwear, revealed a new logo this past Friday. This new wordmark is part of the few changes that the new creative director of the brand, Raf Simons, is bringing to the fashion company.
“A return to the spirit of the original. An acknowledgment of the founder and foundations of the fashion house.” CK 2017
Raf Simons partnered with English art director and graphic designer Peter Saville to update the brand identity, which according to CK Instagram is “A return to the spirit of the original. An acknowledgment of the founder and foundations of the fashion house.”
And I don’t know about you, but I have no problem with this redesign, is that kind of brand refresh that doesn’t hurt anyone. It keeps the essence of the thin lines of the old wordmark and provides a more solid piece of design, for me this change is trying to say “We are strong and confident, we are fckn Calvin Klein”. The only thing that I would say I find kind of odd is the kerning of some letters, especially the “CA” and “KLE”, just look at the difference between KLE and EIN, it’s obvious.
So I guess that now all guys around the world will have to start buying new underwear if they don’t want their girlfriends to notice they are using an old and used pair of undies.
Another redesign that recently occurred in the fashion industry was the one for the global luxury fashion brand, Diane von Furstenberg. This redesign comes with the arrival of the new creative chief of the brand, Jonathon Saunders, – it seems creative directors want to leave their mark in the industry. –
The new wordmark for DVF was designed by the London-based studio, Johny Lu Studio, which has worked with different fashion brands such as Chole, Givenchy, Louis Vuitton and Victoria Beckham. Ok, now this is a complete redesign, not a refresh. The new logotype features a justified-uppercase Helvetica, which in my point of view, gives the brand a new look of modern and young luxury fashion instead of the traditional high fashion logotypes that we are used to (cof cof LV).
Honestly, it looks kind of cool, the tag in the clothes looks really chic, like something that my sister would use, and believe me, she buys expensive. But I wish they had used something else than Helvetica, or at least Helvetica with a twist to make it custom made, after all, it is an expensive brand, they need something special, not a generic font used by Target.
I like that these brands are taking steps ahead and risky decision with their new creative directors, they have a very clearly vision and I’m sure they know that the times when only rich and old women bought expensive goods are in the past, now all the grown up millennials are looking forward to buying these clothes and accessories, so a traditional approach is definitely not they way to go.
But well... That’s my F Opinion