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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.

[Source photo: Pascal Le Segretain/Getty Images]

Kanye Westā€™s Yeezy empire is prepping for its Cambrian explosion. But thereā€™s been one lingering problem: Walmart had opposed Yeezyā€™s new brand, calling the proposed sunburst logoĀ too similar to Walmartā€™s own spark.

[Images: USPTO, Walmart]

This week, weā€™re tracking two major developments from the Yeezy brand. First, a Walmart spokesperson toldĀ Fast Company that the ongoing logo lawsuit has been settled. ā€œThe litigation . . . was resolved a few months ago,ā€ they wrote. ā€œThe terms are confidential.ā€At the same time, Yeezyā€™s own holding company has filed two trademark applications for a new logo that appears to replace the Walmart-contested sunburst. Itā€™s 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. ā€œThe mark consists of a fanciful design of two concentric circles,ā€ the application reads. ā€œThe 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€

[Image: USPTO]

While this is only a wireframe of the markā€”and the full logo could be skinned in various colors, textures, and multimedia treatmentsā€”itā€™s easy to speculate how this graphic fits into the greater Yeezy brand. Much like Yeezyā€™s originally proposed logo, itā€™s 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. Iā€™m reminded ofĀ Nintendoā€™s gold seal of quality that used to be printed on its retail packaging.

[Image: Nintendo/Wiki Commons]

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, Yeezyā€™s 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 Yeezyā€™s 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 togetherā€”sooner rather than later.ā€œThese applications were filed on an ā€˜intent to useā€™ basis. This means that the owner of the trademarks needed to have a ā€˜bona 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. ā€œTherefore, it is very likely that Kanye is developing plans to roll out this logo soon.ā€

ABOUT THE AUTHOR

Mark Wilson is a senior writer at Fast Company who has written about design, technology, and culture for almost 15 years. His work has appeared at Gizmodo, Kotaku, PopMech, PopSci, Esquire, American Photo and Lucky Peach. More

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