DKNY Debuts New, Electrifying Official Logo And Is Selling It As An NFT
Image via DKNY
In the past months, we’ve seen how the fashion industry has taken its spin on the non-fungible token (NFT) market. Gucci sold a US$20,000 NFT product, for instance, while Louis Vuitton designed a whole dang video game.
But no big names have come quite as close as DKNY in associating their brand image with crypto collectibles. In unveiling an all-new logo design, the New York fashion house announced that it has also turned the lettermark into its first-ever NFT and auctioning it to support the American Nurses Foundation.
The redesign is “Bold, Expressive, Open,” DKNY describes. While it embraces its heritage, it also looks to the possibilities of the 21st century. The logo remains to be “blocky and bold,” but rounded corners imply its openness and ability to be “more welcoming than tougher eras past.”
Drawing from its roots in the city that never sleeps, DKNY tapped into the suitably fast-paced world of artificial intelligence to breathe life into the dizzying new branding, starting with the unforgettable DKNY mural from Houston Street and expanding to other iconic NYC landmarks like Times Square and the East River Greenway.
Image via DKNY
The one-of-a-kind collectible was created by Paris-based art collective Obvious.
“The city and its people are always in perpetual motion and are often a blur for those standing still,” the company shares in a news release. “The DKNY logo NFT is a tribute to this fast-moving spirit and the brand's hometown—a place that continues to provide unlimited inspiration and potential.”
Scheduled to be listed exclusively on NFT marketplace Rad on September 1, 100% of net proceeds made from the digital artwork will be donated to The American Nurses Foundation Coronavirus Response Fund for Nurses, an initiative that launched last year to provide financial support to frontline nurses.
To date, the aid has helped millions, and will continue running in 2021 to provide nurses in need with mental health and wellbeing resources.
Following the sale, the new, electrifying logo will appear on DKNY’s branding communications, as well as ready-to-wear pieces and accessories a week later, on September 8.
[via PR Newswire, images via DKNY]
Also check out these recent news
