Marking the arrival of Felipe Oliveira Baptista as the new creative director of Kenzo, the Potuguese-born designer has revealed a brand new logo for the LVMH-owned fashion house.

Presented ahead of Baptista’s debut collection for Kenzo, which will be presented during Paris Fashion Week in February, the new logo has been “designed as a construction game”, paying homage to the creative energy of founder Kenzo Takada while “its ability to be transformed leaves room for creative expression.” The logo becomes a crucial part of the brand’s visual identity going forward, and the first insight into Baptista’s overall vision for the brand.