The discounter’s emblem is just short lettering enclosed in a laconic geometric shape. The minimalistic design does not imply the use of additional design elements. It has survived even after the global identity update because it is the most recognizable KiK symbol that buyers are used to seeing in combination with the square shape of the logo. The checkmark above the letter “i” can be interpreted as a quality mark and confirmation of the widest range. The center acronym turned red, and the word “TEXTIL-DISKONT” was removed because customers already knew what the business was doing. The designers have modernized the square a bit, making it silver and adding a quadrangular frame. KiK has spared no expense to overhaul its branches and develop a new wordmark as we approach its tenth anniversary. The rectangle contained two white captions: the company’s name with a checkmark instead of a dot above the letter “i” and the phrase “TEXTIL-DISKONT.” The latter rather accurately characterized the main specialization of the enterprise. In its first year of operation, the German textile discounter began using the square logo in red. The assortment rarely changes, as the company focuses on basic style. It sells inexpensive toys, home textiles, footwear, and clothing for the entire family. KiK has its headquarters in Germany and approximately 3,500 retail locations in various European countries. KiK stands for “Kunde ist König,” which translates to “Customer is King” and shows the extent to which the clothing store chain cares about customer comfort. The design changed only once – in 2013 when executives invested about 20 million euros in improving the branches and renewing the corporate identity. The word “kik” is reflected in the logo: it is in italics and shown inside a square. Even its name, which stands for “Kunde ist König” (“The client is king”), speaks of customer focus. She has been selling inexpensive textiles from the first days, making them generally available to all consumers. This chain of discount stores was established in 1994 and immediately became successful thanks to its business model. KiK is a joint project of the Tengelmann Group holding and the entrepreneur Jost-Stefan Heinig.