K-Swiss Debuts Updated Shield

The iconic American brand K-Swiss is debuting a new logo and branding.

Taking advantage of the white-hot court sneaker trend, the company turned to its vintage roots to inspire the update.
 
The company redesigned the shield with a new minimalist look, new orientation of the stripes and the introduction of a new signature “Brunner Blue.” The new blue was named in honor of company founders Art and Ernie Brunner.  The company also turned to interstate highway signs to draw inspiration for its new typeface.
 
“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 Inc., in a statement. “We’ve managed to modernize the symbols while retaining the elements that have long-term equity, such as the color combination and the shield.”
 
The new branding will appear online, on packaging and in marketing materials immediately. 

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