K•Swiss is returning to its roots. The Westlake Village, CA-based brand has unveiled a new identity tied to where it all began–on the tennis court. Designed by a newly appointed internal creative team, the brand identity pays homage to K•Swiss’s place as the only heritage American tennis brand.
The new look introduces a fresh visual language including a directional logo comprising classic 1966 typeface (influenced by the font used by the U.S. Federal Highway Administration on interstate road signs, created the same year K•Swiss was founded) and signature Brunner Blue colorway (named for the brand’s founders, brothers Art and Bernie Brunner) inspired by the blue courts of America’s championship stadiums. Meanwhile, a new minimalist shield logo retains the classic Five Stripes trademark (though the stripes now point upward).
“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,” says Barney Waters, CMO of K•Swiss Inc. “We’ve managed to modernize the symbols while retaining the elements that have long term equity, such as the color combination and the shield.”