New creative director at Calvin Klein, Raf Simons, along with British wonderboy Peter Saville have created a new logo for the American brand. The new logo which basically changes the small cap letters to high caps and makes the letters closer to one another is a masterclass in rebranding. Subtle, but meaningful. Far from the YSL (created by the majestic Cassandre) which was turned into Saint Laurent by Hedi Slimane causing the backlash of "It ain't Laurent without Yves", the Calvin Klein case, which much like Simons, is minimalistic but with an edge. As said many many times on this blog, rebranding is always a hazard - the only logo will end up popping up everywhere - but still, if it has to be done might as well do it correctly as in this case.
