Doc Martens 

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Student Project - The objective was to choose an existing company and redesign the entire brand. I chose Dr. Martens because the company has never had a true brand update in the 60+ years since it was established. As the iconic shoe continues to evolve into new styles and looks, I felt it was time for the logo to reflect those updates—without losing the authenticity of the current brand.

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Design Thinking: The current logo is shaped like the original Doc shoe. My first thought was to continue with that idea, but it wasn’t really working. Since Docs now makes many different styles, I wanted a logo that felt universal and would look good across all their footwear. I created a handmade type treatment paired with a shoe icon to keep the design edgy and unique. I also added a halftone pattern for a retro vibe and a stilted outline to mimic the look of a patch. These elements were used throughout the branding to pull the new look together while still preserving the edgy, retro personality that Docs is known for.