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Kate Spade has decided not to drop its serifs instead, choosing to maintain its playful identity and carry it to the new brand. Several recent fashion rebrands – such as Burberry and Rimowa – have shown a tendency to drop serif typefaces in favour of smoother, sans serif logos, a choice that is becoming increasingly popular in the industry. One of the most interesting applications is in the small bag lock mechanisms: the top portion of the spade becomes detachable and rotates on itself, becoming a round heart when the bag is open, and back to spade when it’s locked. It is a clever and playful approach to the brand’s iconic symbol – the spade – which is now employed as a flipped heart depending on the circumstances. The company’s new pattern on its applications looks like a flower with pink petals, where petals themselves are the top portion of the new spade symbol. These two colours are then applied throughout the rest of the identity, including labels and shopping bags, campaign posters and apparel, boxes and tissue paper.

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It is likely to have been designed in-house, under the guidance of Kate Spade’s new creative director Nicola Glass.įirst, the logo, designed in collaboration with typeface design agency Commercial Type: Kate Spade has maintained the iconic typeface, but it has chosen to free it from the spade symbol and encapsulate it, instead, in a pink container against a dark green background. The new identity includes a logo and a number of applications, in which pink, hearts and spades dominate the scene. Building on the brand’s iconic spade, the American fashion house has turned to Instagram to announce its new designs, ahead of the spring 2019 collection release. Kate Spade’s new identity is a ‘pink kiss’ against a bed of green. Talking Brands, a tasting event with Transform magazineįashion house and lifestyle brand Kate Spade has announced a new identity with the launch of its spring 2019 collection, blending pink and the brand’s iconic spade.Brand Excellence in the Gulf States: A Middle East Brand Summit Event.2018 Transform Webinar: The art of brand differentiation.2017 Transform conference North America.2016 Transform conference North America.

2015 Transform conference North America.

Data, design systems and the digital user experience.

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