The design challenge we uncovered through initial research was to build brand equity for Kohl's by being more intentional about the use of their wordmark and cohesively embrace a primary color across digital and physical applications.
We created a layout system referencing their logo and settled on a color we call Berry.
GT America gives
Kohl’s flexibility in their communications.
The extended weights create a strong synergy with their wordmark—building on the brand’s history while speaking in a contemporary typographic voice.
The extended weights create a strong synergy with their wordmark—building on the brand’s history while speaking in a contemporary typographic voice.
Playful use of their logo allows the brand to show up in new ways.
