When Kinn launched in 2017, the logo was designed to be simple and timeless. It carried meaning—family, heritage, even a nod to gold itself. The “K” was deliberate—our Founder, Jennie knew its bold, striking shape would make it unforgettable. Then came the realization that her mother’s maiden name, Kim, could transform into “Kin” when the N was separated. It spoke to family, next of kin, and legacy—everything Kinn stands for. And in Korean, Kum (금) means gold. The meaning was already there, it just had to be brought forward. That logo has carried us through incredible growth. But as Kinn has evolved, we knew the mark needed to evolve with it.
For us, this has always come back to the way we think about luxury. Traditional luxury was defined by legacy, rarity, and price. But from the very beginning, Kinn was built to challenge that narrative. We believe luxury is not about exclusivity—it’s about access to meaning, about creating pieces that mark moments, and about building modern heirlooms that belong to life as it’s lived. Luxury is continuity. It’s stories carried forward.
So as we moved through the rebranding process, it became clear that our logo needed to reflect this evolution. Not a departure, but a continuation. Our new logo holds onto the clarity and simplicity of the original mark, while introducing movement, connection, and growth. The lines extend, meet, and carry through—just as our story has. It’s a signal that Kinn is still rooted in timeless design, but we’re not standing still. We are evolving, progressing into the next chapter of modern luxury.
This change is about more than design. It’s about what Kinn stands for today: a brand that challenges the status quo, as something you can live with, pass down, and make your own. The new mark is a reminder that true luxury is not static—it grows, just like the stories and lives we create our jewelry for.
To us, this logo is both a reflection of who we are and a promise of where we’re headed. A symbol of evolution, continuity, and the belief that modern heirlooms are not just to be owned, but to be lived.