- | 7:30 am
Yeezy has a new logo, and it has settled its suit with Walmart
A new trademark filing is likely our first peek at the upcoming Yeezy brand expansion, and a strategic exit out of a legal battle with Walmart.
Kanye Westās Yeezy empire is prepping for its Cambrian explosion. But thereās been one lingering problem: Walmart had opposed Yeezyās new brand, calling the proposed sunburst logoĀ too similar to Walmartās own spark.
This week, weāre tracking two major developments from the Yeezy brand. First, a Walmart spokesperson toldĀ Fast Company that the ongoing logo lawsuit has been settled. āThe litigation . . . was resolved a few months ago,ā they wrote. āThe terms are confidential.āAt the same time, Yeezyās own holding company has filed two trademark applications for a new logo that appears to replace the Walmart-contested sunburst. Itās a pair of rings to be used on apparel and accessories ranging from infant sleepers to G-strings, and in connection with retail and online stores. āThe mark consists of a fanciful design of two concentric circles,ā the application reads. āThe circumference of the outer circle is represented by a fluted circular line, while the circumference of the inner circle is represented by a plain circular line.ā
While this is only a wireframe of the markāand the full logo could be skinned in various colors, textures, and multimedia treatmentsāitās easy to speculate how this graphic fits into the greater Yeezy brand. Much like Yeezyās originally proposed logo, itās a paired back sun (or perhaps even an eclipse). At the same time, the shape reads like a badge that could be stamped onto apparel and other goods. Iām reminded ofĀ Nintendoās gold seal of quality that used to be printed on its retail packaging.
Historically, Yeezy has launched logos for branded partnerships withĀ GapĀ and Adidas, while neglecting much traditional brand strategy on the greater Yeezy brand itself. Whereas Nikes are identifiable by their famed swoosh, Yeezyās Adidas shoes are typically adorned with minimal logo treatments, and instead are more readily identifiable by their striking silhouettes. However, Yeezy in is growth mode. Ye recentlyĀ promotedĀ Yeezyās famed shoe designerĀ Steven SmithĀ to head of industrial design at a related brand called Donda, showed offĀ a design for a foam car, and filed a trademark forĀ YZYSPLY retail stores. As Yeezy plots growth into new products and channels of retail, its logo will be an important tool to tie it all togetherāsooner rather than later.āThese applications were filed on an āintent to useā basis. This means that the owner of the trademarks needed to have a ābona fide intentā to use the trademarks with the items listed in the applications,ā points out Josh Gerben, the trademark attorney whoĀ first spottedĀ this application. āTherefore, it is very likely that Kanye is developing plans to roll out this logo soon.ā