If you can’t notice a change, that’s because it’s fairly minor. Still, it warrants a mention. Here is the old logo and new logo for you to compare.
As you can see, Kershaw got rid of the rounded lettering for blockier text that fits together nicely. The new logo is definitely tighter and more legible—something that’s always a big plus in logos.
But you’ll notice that both the signature “k” in Kershaw and the iconic red coloring is unchanged. Overall, I think the changes are just enough to inject some newness into it without shaking things too much (because too much change in a logo can cause outrage). Good job, Kershaw.
By the way, don’t forget we’re giving away a Kershaw Blur here.