Dr. Martens is one of the world’s most iconic footwear brands, in their way to cement themselves as timeless with effortless adaptation. Since the birth of their first 1460’s boot, Dr. Martens has managed to create a future-proof boot that is still refreshing to take in even to this day.
Which is why I decided to experiment with the idea of rebranding such an iconic footwear brand, as a challenge to rekindle the young, empowering, and youthful spirit that Dr. Martens has carried through history.
Project
Personal Exploration
Client
Myself
Year
2015
This logo design is a combination of a multitude of factors, all of which come from its history of the industrial revolution, the Skinheads, Rock & Punk Rock culture, and the lifestyle and culture that Dr. Martens is renoundly known for. With all these things taken into account, for the rebranding for the Doc tries to capture a rebellious, individual, and unique imprint. The direction caters towards a grungier, graffiti like look, inspired by the logos of some great rock bands. Lastly, as this is a British brand, I wanted to keep it visibly and inherently British.
The custom Logotype That I came up with was founded on the primary shape of Dr. Martens' most iconic boot: the 1460. I found it fitting to use this iconic silhouette in the translation of a logotype redesign because it leverages the sheer gravity that the 1460 has in history. The use of an angled emergency cross was implemented with the logotype to allude to the "Dr." side of the brand. It was strategically angled just for that "rebellious" flare.
