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.