Kenzo adopts new logo

Translated by
Nicola Mira
Jan 16, 2020
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The arrival of a new creative director often means a new logo is on the cards. It was the case with Felipe Oliveira Baptista, who decided to revisit the lettering of the Kenzo logo. The Portuguese designer took charge of style at the LVMH-owned French label last July, replacing Carol Lim and Humberto Leon, Kenzo’s creative directors for eight years.

The new Kenzo logo - © Kenzo

The three-striped letters featured in the previous Kenzo logo are therefore out, as Oliveira Baptista introduced a thicker, more imposing font for the lettering. The mood is less conventional, more independent, the letters consisting of black blocks not always joined up with one another.

Oliveira Baptista is not the first designer to opt for a logo change when taking charge of a luxury label. In 2018, Hedi Slimane caused a lot of ink to flow when he took charge of Céline (as it was spelt at the time). He simply removed the accent from the brand name’s first letter ‘e’, making it more international and above all showing that his arrival meant the French label was entering a new era.

Oliveira Baptista, who joined Kenzo after eight years as creative director of Lacoste, has instead been more discreet with his logo update. The new logo is however likely to feature at the presentation of the designer’s first collections next March, introducing his new vision for Kenzo’s men’s and women’s looks.

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