The Council of Fashion Designers of America, CFDA recently unveiled the latest logo of the New York Fashion Week. Along with it a new brand campaign was also launched. CFDA worked in collaboration with brand strategy and innovation agency Redscout to give a new visual identity of one of the oldest fashion weeks of the world.
The crisp and succinct logo merges all the facets of the city, especially its runway shows and presentations. It also aligns central locations, off-site venues and events with the brand. The logo has been designed to “unify and solidifythe global impact of the New York industry,” the official statement from CFDA read.
There are numerous references to the city. The primary colors used in the logo – blue and orange – have been taken from the New York City flag and on careful observation, the lettering has stitches or splits on them which suggest the stitches on a garment and also the city’s street lines. CFDA also plans to use a grid of the City’s five boroughs in campaign imagesand suggest that they will be used as an overlay for fashion photographs.
“The campaign unifies New York Fashion Week as a wholeincluding runway venues and independent shows that are not part of a major venue, which account for almost two-thirds of the two main women’s seasons,” said Steven Kolb, CEO of the CFDA. Kolb also mentioned in the official release that the purpose of the new logo is to spread the message that New York Fashion Week is “connected to the entire fashion community and industry.”
After Mercedes-Benz pulled out as the title sponsor, there are several changes in the fashion week this year. The IMG-produced shows will hence be referred to as New York Fashion Week and the runways will be held at two new locations from September - Skylight at Moynihan Station and the Skylight at Clarkson Square.