Rebranding a 124-year-old, very exclusive brand demands restraint. Ragged Edge’s rebrand of luxury luggage-maker Globe-Trotter preserves the authenticity of the original brand, while reaching out to modern adventure-seekers.
The heritage element is easily communicated by including the client’s founding date. More subtle was modifying the client’s original North Star logo to include all four points. The new mark reflects the elegant simplicity of the company’s completely handmade cases.
The release of DKNY’s new logo is tied to the release of a non-fungible token (NFT) that will raise funds to support the American Nurses Foundation.
DKNY calls the redesign bold, expressive, and open. The logo is still blocky and bold, but its new rounded corners suggest openness and a more welcoming nature. From a company news release: “This new logo is inspired by the brand's iconic mural that lived for over a decade on Houston Street in New York City and captures 'the City that Never Sleeps' in all of its fast-paced glory.”