You know a pair of Keds just by looking at them. Keds has an iconic brand shape that is turning 100 in 2016.
Keds brand has just appointed Kirshenbaum Bond Senecal + Partners to bring the brand into its second century. The brand spends just $5 million in advertising a year, propelled instead through the decades with a strongly focused brand image that was relevant when the sneaker category was invented through 1950s sock hops to 1990s cheerleader squads.
Iconic Brand Shape: You Know It When You See It
Keds is one of the few brands to have established a branded shape. You know it when you see it, no need for colors, graphics or logos.
Naming Note: The founders of Keds didn’t get the name they really wanted. Their first choice was “Peds,” which was already trademarked. Fate did them a favor, by not getting a descriptive name, they ended up with s name that is stood out in the marketplace and still stands out today.