Dr. Martens is a classic brand known in England, the US and internationally as a sturdy shoe that will just about last a lifetime. In recent years, the company has been pushing hard at marketing for the younger generation, and targeting those with a ‘rebellious spirit’ to wear the shoes. Because of the company’s intriguing history and popular culture’s love of the brand, it was a no-brainer when it came time to choose a company for which to create a new, updated identity.
I chose to keep the company’s iconic yellow color in the new mark and for detailing usage within the identity system. The abstracted laces before the letters DM represent the shoes themselves. Once completed, the system as a whole maintained a clean and effective appeal for representing the brand, but still had that hint of the rebellious punk aesthetic.