Why it Matters that Kate Spade is Changing Their Logo

I got a sneak peak in my Instagram newsfeed today. If you look close enough, you can see the Kelly Green font which reminds us of the early days of the iconic brand. The new logo is encased in a sea of millennial pink in case you forgot which century we’re in (isn’t Gen-Z yellow the new colour of the next generation?).

2018 was a rough year for the brand Kate Spade. A sad loss for the fashion industry and the world. Although the company was purchased in 2017 by Tapestry Inc. in the range of 2.4 billion, the brand lost the essence that defined the brand in their leader.

This is exactly why I think a fresh re-brand is exactly what they need.

Looking back on the brand, I remember as a 14 year old feeling like it was out of reach because it was pretty expensive at the time and it was so chic and made me think of all of the 5th Avenue ladies strolling with their perfect satchels. If I could get my hands on one I thought I could be a part of their world.

Fast forward to 2019, 20 years later: I’m 34 and can have pretty much my pick of the litter when it comes to luxury brands if I wanted to.

However, I’m not the type to invest in key pieces yet (although my husband thinks otherwise). I have about 4 Kate Spade purses in my closet along with my most expensive from Mulberry which sits in a dust bag during the cold, rainy months.

I keep going back to the Kate’s. I love how they may not be the best leather in the world but they stand the test of time. All of the styling is classic and as a brand, people still value how functional yet chic these little wonders still look year over year.

If you’re a true fan of the brand, you’ll know their most iconic styles that they are even bringing back. Their perfect symmetrical nylon satchels are perfect for your everyday life. Contrast that with the more fun collections that seem to pop up every season — anybody remember the monkey bag or recent owl collection?

If you check out their website today you’ll start seeing instances of the new logo popping up quietly including the image for this article. According to the recent Instagram post, this is going to be making a big splash in the next few days but for now it’s a quiet launch.

For all they’ve been through — I’m rooting for this brand. I hope they continue to defy the fashion world with unexpected functional mid-luxury items that they’ve continued to do such a great job of.

Kate Spade, you’ve outdone yourself.

Kate Spade New York was founded in 1993 by Katherine Noel Brosnahan and her husband/business partner Andy Spade.