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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.
![](https://cdn.myportfolio.com/0fd3bcef854b1e56c0bc35f88650467a/4ed48e0b-1988-4e54-bfde-093c9bd1fee4_rw_1920.png?h=f718fe4eb873a2c135455a19f0f7497d)
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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.
![](https://cdn.myportfolio.com/0fd3bcef854b1e56c0bc35f88650467a/95185fe1-2c03-4669-8edb-a243533e0604_rw_1920.png?h=9496f88b85ff2fc3480d573b449dcd71)
Playful use of their logo allows the brand to show up in new ways.
![](https://cdn.myportfolio.com/0fd3bcef854b1e56c0bc35f88650467a/7927a64c-0148-49e7-a2aa-cdf6cd250577_rw_1920.png?h=49cca722003b34495b4b6d307357bb12)
![](https://cdn.myportfolio.com/0fd3bcef854b1e56c0bc35f88650467a/48b9db0b-7333-4571-a0d8-e2e4a342502d_rw_1920.png?h=486a589b786c94c64e310cc0ace4f736)
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