Pakistani fashion Alkaram introduced on Thursday its new logo, which has been transformed from the two-letter English alphabet and the name to bold symbols signifying the initials of the two names.

“The purpose of changing the brand is to maintain a strong relationship with our customers,” Chief Operating Officer Mehvish Waliany.

The new logo perhaps has taken inspiration from the cotton flowers.

“We’re bold, and we break the mold! For us, there’s comfort in movement, in self-expression, and in the freedom of dressing up the way you love. With Alkaram, we want you to enjoy the freedom to express yourself authentically,” the brand said in an Instagram post.

Alkaram Chairman Ali Fawad said that the discount factor has also been kept in mind for the customers ease.