The appointment of Raf Simons as Calvin Klein's new chief creative officer almost six months was heralded as a complete new era for the iconic American brand, known for its minimalist fashion and sportwsear. At the time, CEO Steve Shiffman stated: "The arrival of Raf Simons as chief creative officer signifies a momentous new chapter for Calvin Klein. Not since Mr. Klein himself was at the company has it been led by one creative visionary, and I am confident that this decision will drive the Calvin Klein brand and have a significant impact on its future." Little did everyone know, the appointment would lead to a change at the very core of the CK brand ... the logo!
The news has really let me get my geek on! This is because Manchester based graphic designer Peter Saville (He of Factory Records fame for designing album sleeves for artists including Joy Division and New Order), worked with the fashion brand’s in-house creative team to tweak the logo and “return it to the spirit of the original” one.
The fashion label has swapped out its lowercase logotype for an uppercase one with a smaller kerning gap between letters, retaining its black colour and sans-serif. The new logo was unveiled on the brand’s Instagram account, with Calvin Klein saying it aims to pay homage to the self-named company’s founder, who launched the US company in 1968, and to the “foundations of the fashion house”.
The new logo was released to coincide with the first ad campaign executed under the creative supervison of Simons. In advance of the Calvin Klein New York Fashion Week show, eight images have been published to a backdrop of Simons' second love; art. Shot by the supremely talented Willy Vanderperre (I'm happy to assistant for free if you're in need Mr Vanderperre!), the images portray models wearing iconic CK pieces (think jeans, white tees and briefs) framed by recognisable art pieces by Richard Prince, Sterling Ruby, and Andy Warhol.
Check out some of the images here:
The Calvin Klein NYFW show will be live-streamed on Friday 10th February from 10am. I'm super excited to see the new collection and how the Raf Simons influence will be manifested in the designs.
Like the new logo? Leave me a comment below.