On February 3rd 2017, Calvin Klein's new chief creative officer Raf Simons unveiled a new logo for the American fashion brand in collaboration with British graphic design legend Peter Saville.
Saville has worked with the fashion brand’s in-house creative team to tweak and redefine the logo. The fashion brand has swapped out its lowercase logotype of the founder's name for an uppercase one with a smaller kerning gap between letters, retaining its black colour and sans-serif creating a subtle but recognisable difference.
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| The old logo. |
The new logo was unveiled on the brand’s Instagram account, with Calvin Klein saying that the new logo is a 'return to the spirit of the original' having explored a lowercase 'ck' sat above the Calvin Klein logotype and used alongside it previously. It is said to aim to pay homage to the self-named company’s founder, who launched the US company in 1968, and also to the foundations of the fashion house according to the company.
Many consider the altering of the ubiquitous logo, which famously adorns the elastic waistbands of Calvin Klein underwear, to be a divisive move.
Having explored the word marks and logos of the high-end fashion labels for OUGD504 in the Bond Street brand directory, Calvin Klein's decision to change their logo to upper-case strikes me as this follows suit of the majority of other labels in the sector and, until now, was one of few brand using lower-case. Though I don't dislike the new logo, I feel the previous logo had greater distinction in the market.
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