Reconstructing the Logo
The first thing everyone sees when looking into the Dr. Martens brand is the logo, which makes its impact fundimental to the impression Dr. Martens leaves on each person. The goal is to keep the brand recognizable, while also giving it new life.
Old Logo
The old Dr. Martens Logo, while well known, is not as timeless and fresh as it once was. The curve of the word mark is meant to reflect the bulbous look of the classic Dr. Martens shoe, but to the viewers eye both the word mark and the tagline serve less purpose than they’re meant to, making it look outdated and distracting from the actual personality of the brand.
New Logo
The new logo keeps the familiar and historical look of Dr. Martens, with the classic yellow and black color scheme. It also adds a fresh take with new typefaces and curves, as well as a new tagline to highlight Dr. Martens’ values and identity for old and new customers. The inclusion of the yellow stitching reflects that of the stitching on many of Dr. Martens shoes, a mark known to many people, whether they purchase Dr. Martens or not.
Use & Misuse
The new Dr. Martens logo can be applied in 3 different ways: with the black patch and stitching, with just the stitching, or without either of them.
It is best to utilize the black patch and stitching on the logo when it is being applied to something with significant color or a more busy background. This helps the logo to stand out and separate itself from its surroundings. This will be useful for product placement and for using the logo on advertisements.
The isolated stitching around the logo is best used on packaging and tags that come with Dr. Martens products. The stitching adds a timeless and recognizable look to the products while creating a spot for the logo to sit comfortably in. When placing it over darker colors, use the version of the logo with white text instead of black. Never place this version over patterns or busy textures.
Finally, the logo itself is meant to be used on official Dr. Martens documents and statements. It should never be adjusted or recreated; it should be treated as artwork.
Placement
