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.

Playful use of their logo allows the brand to show up in new ways.
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