• rss
  • pinterest
  • twitter
  • facebook
  • inkedin
Logo Designer menu
  • home
  • home
  • about
  • advertise
  • contact
  • submit
  • jobs
  • Advertising
  • Advice
  • Architecture
  • Articles
  • Arts
  • Automotive
  • Books
  • Business & Finance
  • Communication
  • Community
  • Competition
  • Computer & Internet
  • Corporate
  • Design
  • Design Jobs
  • Design Studio
  • Design Tools
  • Education
  • Electronics
  • Entertainment
  • Fashion & Lifestyle
  • Fonts
  • Food
  • Freight & Transport
  • Government
  • Health & Beauty
  • Home & Garden
  • Hotel & Travel
  • Icons
  • Music
  • News & Media
  • Opinion
  • Other
  • Photography
  • Real Estate
  • Religion & Spirituality
  • Science & Technology
  • Social & People
  • Sports
  • TV & Video
  • Web Design
  • pinterest
  • twitter
  • facebook
  • inkedin
search
0

Retail Branding: ‘Kering’ Design Story

By Editor March 27, 2013

Categories: Corporate, Fashion & Lifestyle

Kering-PPR-Gucci-Puma-logo-design-branding-identity-luxury-fashion-sportswear-Dragon-Rouge-Havas-Lifestyle-2

PPR, a French multinational holding company that owns and operates major fashion brands such as Gucci, Puma, Yves Saint Laurent, Alexander McQueen, Christopher Kane, Stella McCartney, JEANRICHARD, Qeelin and Sergio Rossi, is set to rebrand as Kering.

Creative agencies Dragon Rouge and Havas Lifestyle have been collectively involved in the rebranding process.

To further complement the publicity about the brand’s change of name and illustrate the message of the advertising film (below), the Group has sent Logo-Designer.co the following press release outlining the rationale behind the new identity design:

A name, an emblem, a signature Kering
The name Kering is pronounced “caring” and aims to encapsulate the way in which the Group aspires to look after its brands, its staff, its customers and its stakeholders.

The ending “-ing” is a reminder of the origins of the Group in the Brittany region of France; “ker” means hearth and home in the Breton language, reflecting the Group’s protective role in relation to its brands.

Effectively, this name affirms the global nature of a Group that is in touch with its roots and dedicated to developing its brands on an international scale.

The owl

Kering-PPR-Gucci-Puma-logo-design-branding-identity-luxury-fashion-sportswear-Dragon-Rouge-Havas-Lifestyle

With its sharp vision and 270° swiveling radius of the head, the owl was chosen to represent Kering’s visionary character and foresight, its ability to anticipate trends and spot the potential in people and brands.

A protective and unobtrusive creature, the bird of the goddess Athena, it symbolises wisdom and intelligent activity.

Chinese variant

Kering-PPR-Gucci-Puma-logo-design-branding-identity-luxury-fashion-sportswear-Dragon-Rouge-Havas-Lifestyle-5

The Chinese name is Kering Kai Yun. Short and easy to say, “Kai Yun” is a name very close to “Kering”, in both sound and meaning. Kai Yun refers to an open sky which leaves room for the possible and removes barriers to imagination and dreams – thus echoing the Group’s role and its signature, “Empowering Imagination”. A synonym for good luck, “Kai Yun” also embraces a very positive connotation in China.

Logo

Kering-PPR-Gucci-Puma-logo-design-branding-identity-luxury-fashion-sportswear-Dragon-Rouge-Havas-Lifestyle-2

The Kering emblem consists of a stylised owl, placed over the stylised letters of the business name. Positioned so that its open wings appear to be lifting into the boundless realms of imagination. A moment in flight, to illustrate Kering’s lively minds and ability to anticipate trends.

Drawn with a single line, thick and thin, to embody our constant drive to excel ourselves, the Kering emblem has perfect symmetry to underscore the synergies needed to achieve our mission. The bird’s smiling eyes denote foresight, wisdom and intelligence. Finally, the owl’s face is framed by a heart to represent the attention, caring and respect that epitomise Kering’s human values.

The sans serif typography, with clear spacing between the letters, reinforces the feather-light quality of the emblem. The design combines the dynamic and gentle curves of Sport & Lifestyle with the finesse, balance and simple elegance of Luxury, to form, with the emblem, a statutory trademark set.

The signature

Kering-PPR-Gucci-Puma-logo-design-branding-identity-luxury-fashion-sportswear-Dragon-Rouge-Havas-Lifestyle-3

In both form and substance, the signature embodies the Group’s vision: to encourage the creativity and agility of its brands to enable them to go beyond their limits; to empower its brand managers and designers with the vision to deploy ambitious strategy, develop talent and fulfill their potential.

This signature is not rigidly confined to one graphic style, but adopts a number of different styles. All have been specially handwritten to embody the people-centred focus of the Kering Group.

“We worked with PPR on the central idea that was toset the tone for the new brand platform. ‘Empowering imagination’ emerged quite quickly after a series of interviews conducted inside and outside the Group. The managerial confidence placed in brand managers over day-to-day decisions and the central stimulus contributed by Group staff was perfectly reflected in the joining of these two words,” explains Christian de Bergh, Managing Director of Dragon Rouge.

Graphic universe
The cornerstone of Kering visual identity is its emblem, the owl. A symbol of wisdom, the owl is a powerful bird, equipped to see in the dark. At dawn, after its night time exploration of rich and mysterious worlds, the owl returns with sources of inspiration to nourish the Group. In this way, Kering world revolves around black, dense and exciting, and around white, a blank canvas on which anything may be written. Day and night Kering puts imagination at the heart of everything it does.

With distinctive graphic codes, elevation, harmonies and shaded colours, a typography design and signature that reflects who we are, our new graphic identity conveys a specific style. Kering identity basics have been developed in a working drawing, to be used for both the Group and its brands. Open and transparent areas in the visual framework provide space for our brands to express themselves.

Black and white are the dominant colours of the Group universe. A range of colours based on soft, beneficial, warm light developed to offer a colour universe divided into four families: sunsets, azures, jades and fiery.

The Havas Lifestyle team adds: “This was a great opportunity for us to have been chosen to create the new visual identity of a group like Kering. Beyond this though, our team was passionate about creating an all-new creative world for the new brand. It is a very coherent world which is enhanced by the ‘Empowering Imagination’ signature, and conceived as a rich and dynamic ensemble of identity-defining codes that offer the required freedom and space of expression for imagination, which is at the heart of Kering.”

The film

The film portrays the meaning of the new name and logo, in an emotional way, through a simple idea: ‘Imagination needs care and wings to become reality’.

It features a feather, from an owl. First, the feather watches over and takes care of talent and then it gives imagination the necessary impetus and force to take off. It represents the role that Kering plays with its brands, the mix of attention and energy that creates an environment that stimulates the imagination and enables ideas to become reality.

The film’s objective is to represent all spheres of the Group: Luxury and Sport & Lifestyle. And this, in an authentic way. For example, some athletes in partnership with our Sport & Lifestyle brands took part in making the film, like the skateboarder Jérémie Grynblat for Volcom and the French international footballer Olivier Giroud for Puma. A Girard-Perregaux master watchmaker also entered into the spirit and played his own character.

“A corporate brand, especially when it takes on a new identity, has to defend the idea of a unique and necessary brand to all stakeholders. ‘Imagination needs wings, imagination needs caring to become a reality’ is the story that Kering lives and breathes, a story which, moreover, links its symbols of identity,” say Pierre-Yves Frelaux and Elisabeth Coutureau, President and Executive Vice-President of TBWA\Corporate.

Source: Kering

Tags: Alexander McQueen, Athena, Balenciaga, bird, Boucheron, branding, Breton, Brioni, Christian de Bergh, Christopher Kane, clothing, Dragon Rouge, Elisabeth Coutureau, fashion, flying, Girard-Perregaux, graphic design, Gucci, handwritten, Havas Lifestyle, identity, JEANRICHARD, Jérémie Grynblat, Kai Yun, logo design, luxury, Olivier Giroud, owl, Pierre-Yves Frelaux, PPR, Puma, Qeelin, retail, Stella McCartney, TBWA, wing, Yves Saint Laurent

SEE ALSO:

  • Sports Retail Branding: Nike Year of the Snake
  • Alphabetical Designs Identity for Film Producer, ‘Giant Owl’
  • Luxury Retail: Royal Store
  • Branding for Communications Agency ‘XXL’
  • Design Story: The New Philips Logo
  • Corporate Identity: The Vipline Group

Leave a Reply

Click here to cancel reply.

CATEGORIES

  • Advertising
  • Advice
  • Architecture
  • Articles
  • Arts
  • Automotive
  • Books
  • Business & Finance
  • Communication
  • Community
  • Competition
  • Computer & Internet
  • Corporate
  • Design
  • Design Jobs
  • Design Studio
  • Design Tools
  • Education
  • Electronics
  • Entertainment
  • Fashion & Lifestyle
  • Fonts
  • Food
  • Freight & Transport
  • Government
  • Health & Beauty
  • Home & Garden
  • Hotel & Travel
  • Icons
  • Music
  • News & Media
  • Opinion
  • Other
  • Photography
  • Real Estate
  • Religion & Spirituality
  • Science & Technology
  • Social & People
  • Sports
  • TV & Video
  • Web Design

POPULAR

  • Lewis Moberly Designs Dyslexia-Friendly Typeface for Tropic Skincare
  • Bonaventure’s Luxury Lifestyle Product Aura Gets New Name and Logo
  • Payments Processor, Yapstone, Unveils New Logo Design
  • Honda Announces Name and Logo of New SUV Model
  • Cathedral City Launches New Logo and Packaging Designed by BrandOpus
  • Apparel Brand Outway Unveils New Logo and Identity
  • HR Analytics Software ChartHop Reveals New Logo Design
  • Tech Site CNET Rebrands, Unveils New Logo Design
  • Fine Choice Foods Gives ‘SUMM!’ Product Line New Logo

TAG CLOUD

3D A animated logo architecture black black and white blue branding car badge circle fruit geometric gold green grey icon design identity identity design illustration interior design leaf logo design logotype luxury M minimalist monochrome monogram naming orange packaging design Pentagram pink poster design purple rebranding red roundel shield stationery design stripes typography web design wordmark yellow

MONTHLY ARCHIVE

tweet meme

Tweets by @logodesigner_co

facebook

  • ABOUT | ADVERTISE | CONTACT
  • SUBMIT YOUR WORK

We simply love logos! Logo-Designer.co is dedicated to corporate and brand identity work. Our primary goal is to showcase identity design from around the world; we want to give designers the opportunity to share and publicise their creative work online.

If you're a designer wanting to submit your work, click on the ‘SUBMIT YOUR WORK' tab above.

For all other enquires, including advertising placements, please complete this form:

*Required Fields

THANKS. YOUR MESSAGE HAS BEEN SENT.
WE'LL RESPOND SHORTLY.

Logo-Designer.co is an online platform open to both professionals and students. We’re interested in your logo’s ‘design story’ – context, history, background, ideation, narrative, symbolism, meaning, semiotics, and other such things. We want to see iterative sketches, including discarded preliminary and prefinal designs, wherever possible. If you’re able to tell us about budget and time constraints, please do so. The more information, the better.

WHAT YOU NEED TO DO:

  • Provide large-sized images showing your design in lots of detail, saved at 150 or 300 dpi in JPEG (preferred) or PNG format
  • Include the ‘design story’ text document, not forgetting to list relevant categories and tags
  • Enclose the above in a single zip/rar file and send to: submissions [at] logo-designer [dot] co
  • You can submit more than one logo design; however, the limit is one submission per month
  • Be patient (it may be a while before we feature or publish your work).

OTHER CONTENT:

As well as logos, we’ll also consider the following for publication:

  • Font design
  • Icon design
  • Articles: opinion/advice (from both logo designers and brand strategy consultants).

RULES:

Please note: Logo-Designer.co will not show work related to any of the following:

  • Alcohol
  • Gambling
  • Tobacco
  • Pornography (or adult related themes).

©2020 Logo-Designer.co. All rights Reserved.
Do not republish/reprint our content without express written permission.
You are free to link to any of our website material.