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November 10, 2007
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:iconbrookadeedoo:
Project for Branding and Identity class: A new logo design for The Athlete's Foot sport footwear chain (I picked these guys because their current logo is pretty outdated.) I've also implemented it onto a number of applications including a shoe box, a delivery van and a uniform.
Here's an except from my workbook that explainerises my process:


The Athletes Foot are specialists when it comes to sports, leisure and comfort footwear. Their website boasts that their success lies in their people, “who have a passion for the correct fitting of shoes to the individual‘s feet”.

When coming up with a new logotype for the retail chain, several things had to be taken into consideration. The current logo was paired with a pictogram of a winged shoe, however I planned on my logotype having enough strength to render an accompanying piece of imagery unnecessary.

Firstly, I wanted to evoke an athletic feel within the type, (something the current logo had disregarded). After all, this was a sports footwear store. In the beginning my mind was set in the direction of italicised type, which of course would evoke speed. However, this idea eventually evolved into the notion of perspective. Setting the type on an angle would not only give the type speed, but also strength.
To add even more movement, I curved aspects of the lettering to make it more pronounced.

Early on I removed the word “The” from the logotype, as not only was it was a burden to the composition, but it didn’t seem to serve much purpose or importance in general.

Furthermore, I wanted to keep with the “shoe“ idea, or at least keep an aspect of the shoe within the design, by way of a typographic ‘trick’. As such, I came up with the idea of a shoelace, whose flexible form gave way to an array of possibilities. In the end I chose to use the shoelace tied into a knot, which would not only double as the ‘double O’ in the word “foot”, but also work by itself by way of a pictogram, which could possibly be used on certain future applications to give further effect.

When thinking about colour, blue was the obvious choice. As well as being a winning colour in general, the blue would also create a recognisable link between the current and former logos.


Illustrator, 2007
:iconbrookadeedoo:
~brookadeedoo Nov 16, 2007
The winged shoe is a nice pictogram, but the way the type is placed around it, and the unnecessary blue oval surrounding it made for a crappy logo (I think the American one has been updated, according to their website, but Australia's still stuck with the old one).

We had to include a typographic trick that somehow gave an idea of what the company/organisation was about, hence the shoelace.
The teacher commented at one stage that the shoelace seemed a little outdated somehow, certain that there must have been a more modern way to tie shoes... but other than velcro, we could not think of any. So the shoelace stayed :)

Thanks for the feedback!
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:iconplaidallstar:
~plaidallstar Nov 15, 2007
I kind of like the winged shoe - mythological connotation and all that.
but, that is a challenge, trying to create a logo without any additional imagery.

I think I'd like this equally with or without the tied shoelaces in the middle, or if there was just a shoelace underline. it's a little too symmetrical? I dunno. the perspective/direction alone helps a lot. (although that is a cute touch, the shoelace joining with the stripes on that one shirt)

I don't envy you having to do this project.
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