Just what is Kanye West planning with his bizarre new logo and brand name?

Kanye West sure loves his logos and wordmarks. It seems that barely a week goes by without the rapper and businessman filing for a trademark on a new logo design or name, and this week we have not one but two new entries in Ye's ever-expanding empire of trademarks, suggesting that he's definitely planning something.

Last month, Mascotte Holdings, which owns all of West's trademarks, filed a design for a curious circular logo that looked something like a cog, or a seal of some kind... or perhaps the sun. With West involved in several design debacles of late, we immediately wondered who he'd upset this time. But it seems West has already developed the idea further, now specifying a colour for the logo design – and  possibly a new brand name too.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.