Knockaround Sunglasses
Brand Identity
I was engaged by Knockaround to lead a comprehensive brand identity system redesign, including the refinement of core trademarks and the introduction of a secondary mark to support growth across products, audiences, and applications. The work established a more flexible and durable brand foundation at a pivotal moment in the company’s evolution.
This effort included a complete redraw of the Knockaround script logo and the creation of the secondary “K” mark, providing the brand with a system capable of expressing both heritage and versatility across different product lines and consumer segments.
The updated identity system was designed to function across a wide range of physical products and use cases. The script mark and secondary “K” logo were intentionally differentiated in tone and application, allowing Knockaround to signal different styles, price points, and audiences while maintaining a cohesive brand presence.
Early applications included core eyewear models as well as initial licensed sunglasses developed in partnership with Major League Baseball teams. These early licensed products established precedents for how the Knockaround brand could coexist with partner marks while remaining recognizable and compliant, setting a foundation that has supported the brand’s later expansion into large-scale licensing programs.
In 2020, I was contracted to lead the development of Knockaround’s brand standards and guidelines, formalizing the identity system into a clear governance framework. The standards were designed to support internal teams, external vendors, and licensed partners, prioritizing clarity, consistency, and ease of application as the brand continued to scale.
The resulting system has remained durable over time, with the core trademarks and standards continuing to anchor the brand across new products, partnerships, and markets.
Selected Works
©Jordan Stark
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