Rebuilding the Brand: Process
The process of building up a new brand identity is very thorough, and attention to detail is more important that some people may think. Here, I will let you peek into the process I went through in redesigning the Dr. Martens logo.
Logo Sketches
These are the 46 different sketches I made when ideating the new Dr. Martens logo. Working with multiple different fonts and colors, the goal was to experiment and push the boundaries of each idea I had.
When narrowing down my ideas, I wanted to keep in mind that Dr. Martens is already a well-established brand, with years of history under its belt. Since its consumer base is already so large, and the shoe is so well known, it was important to me that whichever new design I chose retained the familiarity of the brand.
Moodboards
Moodboard creation is a fundimental step to take in all creation processes. Choosing different imagery, color schemes, and typography that work together ahead of time helps designers to stay on track throughout the process. Whenever I'm having trouble or second guessing myself, I like to refer back to these boards to see if I'm staying true to the aesthetic and identity I'm striving for.
Another thing moodboards are helpful for is seeing if certain design decisions can communication certain identities or messages to the viewers. Using softer imagery and colors will have a completely different effect visually than using bright, sharp colors and imagery with more of a theoretical punch.
