Kanye West’s Yeezy Empire is preparing for its Cambrian explosion. But a problem remains: Walmart was opposed to Yeezy’s new brand, calling the proposed Sunburst logo similar to Walmart’s own spark.
This week, we’re tracking two key developments for the Yeezy brand. First, a Walmart spokesperson told fast company That the ongoing case has been settled. “The lawsuit . . . was resolved a few months ago,” he wrote. “The terms are confidential.”
At the same time, Yeezy’s own holding company has filed two trademark applications for a new logo that appears to replace Walmart-competitor Sunburst. This is a pair of rings used on apparel and accessories ranging from baby sleepers to G-strings, and in connection with retail and online stores. “The mark consists of an imaginary design of two concentric circles,” the application reads. “The circumference of the outer circle is represented by a curved circular line, while the circumference of the inner circle is represented by a plain circular line.”
While it’s only a wireframe of the mark—and the entire logo can be glossed over in a variety of colors, textures, and multimedia treatments—it’s easy to guess how this graphic fits into the more Yeezy brand. Like Yeezy’s originally proposed logo, it is a paired Sun (or perhaps even an eclipse). Plus, the shape reads like a badge that can be printed on apparel and other items. i miss Nintendo’s Gold Seal of Quality which was printed on its retail packaging.
Historically, Yeezy has launched logos for branded partnerships with Gap and Adidas, while neglecting traditional brand strategy on the more Yeezy brand. While Nikes can be recognized by their famous swoosh, Yeezy’s Adidas shoes are usually adorned with minimal logo treatments, and are instead more easily recognizable by their striking silhouette. However, Yeezy is in growth mode. have you recently promoted Yeezy’s Famous Shoe Designers steven smith Featured as Head of Industrial Design in a related brand called Donda a design for a foam carand filed a trademark for YZYSPLY RETAIL STORE, As Yeezy plans to develop new products and channels of retail, its logo will be a key tool to tie it all together—sooner than later.
“These applications were filed on an ‘intent to use.’ Josh Gerben explains who first seen this application. “Therefore, it is very likely that Kanye is developing plans to roll out this logo soon.”