The New York studio Wørks has unveiled a first glimpse at the brand face for Skky, Kim Kardashian’s new private equity firm with Jay Sammons (who was a partner at the private equity fund Carlyle for 16 years). “Slightly futuristic” is how Wørks describes the wordmark developed for this venture, indicating a level of lightness. But it needed to convey “a level of trust endemic to the private equity space” too, says Wørks founder Haris Fazlani.
Herein lies the challenge for the studio: creating a brand that would stand up next to other investment institutions and keeping with the personal style Kim has already transposed onto brands like Skkn and Skims.
So what elements of the Kim K aesthetic are preserved? There’s the earthy tones and pared back minimalism we’ve come to know well. According to Wørks, the subtle gradients actually come from the patinas found on art and furniture in Kim Kardashian’s home – an interior story we’ve all followed for a while, thanks to Architectural Digest, then Vogue.
