New logos usually mark a change of direction for a brand. K-Swiss and its newly launched brand identity and logo showcases a new “slant”. The company says it is in a period of resurgence and needed a refresh to reflect that. And that change of direction is literal.
kswiss logo

They have retained the long-term equity in their color combination and their shield icon.

Here are the visual changes, as we see them:

Shield Icon
logo
The five stripes and the angles in the letters “K” and “S” slant at a 58-degree angle upward instead of downward representing a rise in momentum for the company as opposed to a decline.

The five stripes are visually carried over onto their products.
logo on shoe
The icon is now more dimensionalized by adding a reflective quality.
The icon has been simplified by removing the shield outline.

Color
It uses newly assigned red, white and blue colors.
The new “Brunner blue”, as it is called, is named after K-Swiss founders Art and Ernie Brunner. According to the company it references the shade of blue found on US competitive tennis courts.

Company Name
The company name is now positioned outside of the brand’s shield icon. This means the brand is confident the logo has strong enough visual recognition to stand on its own.
brand kswiss

Font
The typeface has been modified to reflect the 58-degree angle. Beyond this modification, this is the same font that is used by the U.S. Federal Highway Administration on interstate road signs. K-Swiss says this “evokes the spirit of the open road and the innovative drive used to craft each K-Swiss product.”

History
Below are the K-Swiss logos used since inception in 1966.
logo evolution