Imagery & Patterns
This page shows off the approved imagery and illustration styles for the new Dr. Martens brand. Leaning towards more artistic and human-made imagery is important in highlighting the importance the consumers hold in making the brand iconic.
Imagery
Designers may digitally trace images if they want to create a stronger/more artistic composition. They may also choose to shift the outline to make it stand out, or to let the outline stand alone without the image (in this case the outline must be black or one of the approved colors). These design decisions are optional to the designer, but they should not make any other changes to images that will distract from the subject without prior approval.
Designers may also decide to use a semi-realistic digital painting of Dr. Martens products in place of photos for advertisement/decorative purposes. However, these artworks should not be used as a replacement for the product’s official images on the Dr. Martens website.
Patterns
Patterns can be made using traced outlines of Dr. Martens products. Designers should make outlines in both black and white lines. The black outlines should be right-side up while the white outlines are up- side-down and fit next to the black outlines. The black outlines should be considered as the focal point. These outlines can be placed over any of the approved brand colors.
Designers should never place other images or text directly over any patterns. If they want to do so, they must place a solid color block/ border behind the image/text in order to maintain legibility.
Other variations of these patterns can be made with semi-realistic digital paintings of the product in place of the white outline, as seen in the top right image above. Patterns like this that lack a white outline can be used with a transparent background or with one of the approved brand colors.
The shoe-print pattern in the left and right bottom spots are set and should not be changed or adjusted. This pattern can be used with a transparent or color background.