Calvin Klein Inc. is an American fashion house founded in 1968 by the fashion designer Calvin Klein and his childhood friend Barry K. Schwartz.
The brand offers modern, sophisticated styles for women and men including apparel, handbags, footwear, underwear, fragrance, and home furnishings. It is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic.
The company has built a strong reputation as a leader in the American fashion industry through their clean aesthetic and innovative designs. It’s a brand that is instantly recognizable — from its logo design to its fashion and beyond.
But the iconic logo we see today didn’t always exist. There was a time when the sleek, modern logo we know today was softer and less impactful. It was similar to the current logo but lacked that wow factor that makes the Calvin Klein logo stand out like it does now.
Calvin Klein's avant-garde-esque upper and lowercase logo had been around since the late 1970s, and was one of the most recognizable mainstream fashion logos, rising to prominence because of its visibility on the band of the underwear sold by the company.
In February 2017, the fashion label took to Instagram to reveal a brand new logo, that it described as "a return to the spirit of the original" and "an acknowledgment of the founder and foundations of the fashion house."
It is a retweaking of the old logo, refreshed and redesigned by graphic designer Peter Saville. It also marks the advent of the brand’s new creative director, Raf Simons, and is an indication that the brand hasn't lost touch with its roots.
The most obvious change is that the logo is now in all caps. However, the font and spacing have been tweaked as well. The old logo featured black text on a white background. The text was printed in an uppercase and lowercase combination -- something the new design did away with.
The refreshed logo makes use uppercase letters in a slightly thicker and heavier font. The sans serif, Futura Light-esque 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 logotype.
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 Calvin Klein logo also gets a boost from its responsiveness.
The sleek, modern and powerful wordmark looks just as strong when minimized as it does in its original form. The simplified logo is made up of the brand’s monogram in the same font — only this time, the letters are lowercase.
This is an extremely eye-catching design that makes great use of white space and powerful font to make a statement and demand attention. The new logo and monogram 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.
It’s smart of brands to create logos and others designs that have elements that are responsive and easily adaptable. This ensures that regardless of the device, your logo can shine with style and elegance.
The Calvin Klein logo has a history and a legacy — much like the brand itself. Though it has undergone a redesign and refreshed its overall look, the logo still holds that class and refinement that the brand is known for promoting.
This design emphasizes the history and heritage of the brand while still exuding luxury and class. It walks the fine line between modern and minimal, and classic and majestic.
Calvin Klein hit the mark with its logo update. It still embodies the brand as a whole while also adding an entirely new layer to its identity that makes it stand out from the fashion retailers it's competing with.
Calvin Klein is a phenomenal logo design that knows how to stay fresh with the times.