COMMISSION

DKNY

Led by the vision of Creative Directors Maxwell Osborne and Dao-Yi Chow and Chief Image Officer Hector Muelas, Commission designed the visual identity for iconic New York fashion house DKNY.

Using the brand’s strong bond with NYC as a foundation, the new ethos closely focuses not only on the spirit of the city, but DKNY’s relationship with their girl – understanding her journey, her desires, her roles.

The new branding celebrates these aspects through a word mark and logo motif that creates a visual metaphor of a road – an ongoing journey. Graphic and bold in its form, but tactile and sensuous in application, the logo aims to represent the conflicting sides of New York; caviar and pizza, limos and taxis, ball games and broadway.

Often represented by continuous ribbon, the logo physically weaves through hang tags, invitations, shopping bags, and shoe boxes.

DKNY Pure is a collection focused on quieter, timeless wardrobe piece from DKNY. The branding used a reversal of materials from the main collection branding to create a softer, subtle appearance.

The inherently American typeface Franklin Gothic was selected for the typographic language as it is both familiar and new due to its ubiquitous grotesk forms mixed with its distinct calligraphic idiosyncrasies.

Graphic branding was integrated across much of DKNY's product lines including apparel, footwear, watches, and eyewear using the logo and the blocks motif. 

DKNY's Broadway store in Manhattan, with an interior designed by BozarthFornell, featured the branding across façade signage, blade signs, and flags.


DKNY

Led by the vision of Creative Directors Maxwell Osborne and Dao-Yi Chow and Chief Image Officer Hector Muelas, Commission designed the visual identity for iconic New York fashion house DKNY.

Using the brand’s strong bond with NYC as a foundation, the new ethos closely focuses not only on the spirit of the city, but DKNY’s relationship with their girl – understanding her journey, her desires, her roles.

The new branding celebrates these aspects through a word mark and logo motif that creates a visual metaphor of a road – an ongoing journey. Graphic and bold in its form, but tactile and sensuous in application, the logo aims to represent the conflicting sides of New York; caviar and pizza, limos and taxis, ball games and broadway.

Often represented by continuous ribbon, the logo physically weaves through hang tags, invitations, shopping bags, and shoe boxes.

DKNY Pure is a collection focused on quieter, timeless wardrobe piece from DKNY. The branding used a reversal of materials from the main collection branding to create a softer, subtle appearance.

The inherently American typeface Franklin Gothic was selected for the typographic language as it is both familiar and new due to its ubiquitous grotesk forms mixed with its distinct calligraphic idiosyncrasies.

Graphic branding was integrated across much of DKNY's product lines including apparel, footwear, watches, and eyewear using the logo and the blocks motif. 

DKNY's Broadway store in Manhattan, with an interior designed by BozarthFornell, featured the branding across façade signage, blade signs, and flags.

Clients

LVMH Möet Hennessy Louis Vuitton
Rimowa
Clos19
Thélios
& Other Stories
DKNY
Le Chameau
Condition
Institute / Nathaniel Brown
FranklinTill
J Hill's Standard
Chāmpo Haircare
Espelma
Kennedy Magazine
Several; Services
Léon Bara
Old Spike Roastery
Volcano Coffee Works
The Watch House
Hølte
Pamono
Brodie Neill
Ambra Medda
It’s Nice That

Approach

Good design stands at the crossroads of function and beauty. It engages, compels, and makes perfect sense. This is what we strive to give our clients at Commission.

The journey to get there should be a revelatory and inspiring experience with strong relationships formed along the way. We observe and we listen until we understand: only then do we immerse ourselves in the creative challenge. 

Our process aims to unearth and communicate the intangible essence of a brand that people fall in love with. From its behaviour to its products; we believe every company has a story to tell and that design can be the most powerful way to tell it.

About

Commission is a London based design and branding consultancy owned and led by Creative Directors David McFarline and Christopher Moorby. Founded with an ambition to create beautiful and intelligent design, our work is realised across print, packaging, editorial, advertising, and digital media. We create brand identity, graphic design, and art direction for the industries of fashion, art, culture, and commerce.

Contact

To discuss potential future commissions, please contact us at: [email protected]

49 Consort Road
London
SE15 3SS

+44 (0)20 7112 8122

Skype commission_studio
Email [email protected]
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