Calvin Klein unveils a new logo

Calvin Klein has a new logo, which has been tweaked and redefined by graphic designer Peter Saville.

The fashion label has swapped out its lowercase logotype for an uppercase one with sans-serif along with a smaller kerning gap between letters. They have however, kept the lettering in black.

Calvin Klein say that the new logo is a “return to the spirit of the original”.

Calvin Klein’s in-house creative team, headed up by chief creative officer Raf Simons, worked on the new logo, collaborating with Saville.

WHAT IS REBRANDING? Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders.

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