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K Swiss overhauls brand identity and looks to heritage for new logo

American tennis brand K Swiss has overhauled its brand identity including the logo, typeface and colour theme to better reflect its heritage.

K Swiss’ newly appointed internal creative team has redesigned the brand shield logo; changing the direction of its stripes to point upwards.

The traditional red, white and blue, which reflects the American flag, has been given a facelift with the introduction of an official brand colour, Brunner Blue, named after K Swiss founders, brothers Art and Ernie Brunner.

The new colour will be introduced into all branding elements, including the K Swiss logo, packaging, retail displays and website.

“With the resurgence of K Swiss and our brand positioning around heritage American tennis, it was time to refresh the elements of our brand identity,” said Barney Waters, CMO of K Swiss.

“We’ve managed to modernise the symbols while retaining the elements that have long term equity, such as the colour combination and the shield.”

The typeface used in the new K Swiss logo draws inspiration from the font used by the US Federal Highway Administration on interstate road signs, which was ceated the same year K Swiss was founded in 1966.

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