It has been announced that musician Kayne West has appointed Peter Saville to create a brand identity, with Concept Cupboard asking student and graduate creatives to come up with their own ideas.
Saville, who created a limited-edition line of polo shirts for Lacoste to mark the brand’s 80th anniversary, described the arrangement with West as ‘open-ended’, rather than for a logo or any specific work.
Announcing the collaboration at the Global Design Forum in London on Monday, Saville said the arrangement was ‘very casual’.
He added: "We're looking at ways of writing Kanye West, what does 'Kanye' and 'Kanye West' look like written down?"
On the back of this, Concept Cupboard, a London startup, is asking students if they can come up with a better identity as part of a competition.
In July, rapper Jay Z rebranded himself, taking out the hyphen in his name.