Calvin Klein Logo: A Minimalist Icon Since 1968
Calvin Klein's sans-serif logo, introduced by its namesake designer in 1968, is celebrated for its simplicity and directness. The logo became synonymous with the brand's underwear waistband, a marketing stroke that turned underwear into a status symbol. The first Times Square billboard campaign in 1982 featured Olympic pole vaulter Tom Hintnaus photographed by Bruce Weber. In 1992, Mark Wahlberg and Kate Moss, shot by Herb Ritts, propelled the waistband to international fame, despite their reported feud. Subsequent campaigns included Freddie Ljungberg, Naomi Campbell, Justin Bieber, Jeremy Allen White, and Bad Bunny. Recently, creative director Veronica Leoni reimagined the waistband in Calvin Klein Collection's S/S 2026 collection, abstracting it onto sunglasses and weaving it into a dress. The logo has appeared on fragrance bottles, T-shirts, and more, reflecting Klein's role in 1990s minimalism alongside Helmut Lang and Miuccia Prada. The article appears in the August 2026 'Creative America at 250' issue of Wallpaper*, written by Jack Moss.
Key facts
- Calvin Klein's sans-serif logo was introduced in 1968.
- The logo is associated with the brand's underwear waistband.
- First Times Square billboard campaign in 1982 featured Tom Hintnaus photographed by Bruce Weber.
- 1992 campaign with Mark Wahlberg and Kate Moss, shot by Herb Ritts, was controversial.
- Klein said Wahlberg and Moss 'couldn't stand each other'; Moss said the shoot led to a mental breakdown.
- Subsequent campaigns featured Freddie Ljungberg, Naomi Campbell, Justin Bieber, Jeremy Allen White, and Bad Bunny.
- Veronica Leoni is creative director of Calvin Klein Collection as of S/S 2026.
- Leoni's S/S 2026 collection abstracted the waistband onto sunglasses and woven into a dress.
- The logo reflects Klein's role in 1990s minimalism alongside Helmut Lang and Miuccia Prada.
- Article appears in the August 2026 issue of Wallpaper*.
Entities
Artists
- Calvin Klein
- Bruce Weber
- Tom Hintnaus
- Mark Wahlberg
- Kate Moss
- Herb Ritts
- Freddie Ljungberg
- Naomi Campbell
- Justin Bieber
- Jeremy Allen White
- Bad Bunny
- Veronica Leoni
- Helmut Lang
- Miuccia Prada
- Jack Moss
Institutions
- Calvin Klein
- Calvin Klein Collection
- Wallpaper*
- Times Square
- Rizzoli
Locations
- Times Square
- New York City
- United States
- Hollywood