What is a “signature look”? And why is it important for fashion companies? Every design company has a “look” that, if it is successful, is recognizable to the public. If a company look (as part of its “branding”) is really well established you’ll be able to recognize a design company just be the font it uses in its packaging, in its chose of color, or cut of the clothing.
CK, and some other companies, have pushed this to the max. In this case, Calvin Klein stripped its packaging to the absolute essentials, using flat color and plain font logo. (more…)









