The most obvious change is that the logo is now in all caps. However, the font and spacing has been tweaked as well. The old logo featured black text on a white background. The text was printed in a uppercase and lowercase combination -- something the new design did away with.
The refreshed logo has only used uppercase letters in a slightly thicker and heavier font. The sans serif typeface is reminiscent of the brand's old logo without feeling overly "vintage." The logo was redesigned in order to overhaul and streamline the company's overarching creative vision. The way the logo manages to update the old without completely throwing it out strikes a delicate balance.
The black font looks striking on the white background, complementing each other brilliantly and creating a great contrast. The font is well-spaced and balanced out, producing a smooth and seamless visual effect. Rooted in the company’s heritage, the logo is also meaningful and unique. It is also scalable and flexible, and has a classic appeal to it. It also now is more in line with top fashion brands in the US, with a memorable yet familiar logo type.
Redesigning the logo was a bold move, given the logo’s popularity and iconic status. Creative Director Raf Simons said about the refreshed logo, that it is “a celebration of Calvin Klein's iconic underwear and jeans; acknowledging their status as Pop and showing them in the world of art."
The logo is a very subtle redesign, capitalizing the lettering, using a new typeface and featuring closer spacing. The new logo is more readable and modern, and aligns the brand’s heritage. It also ensures that the brand stays relevant and contemporary.