Studio Sutherl& has rebranded neonates’s footwear business Start-rite, introducing a new logotype, that features the feet of ornament twin characters who have been part of the brand since the 1930s.
It is purposes of a new strategy which posits the company as an expert in its field, able to produce shoes for specific needs so that any given pair fits the lad as well as the foot and allows them to move freely.
The heritage maker has been in business for 225 years and Studio Sutherl& – which worked alongside variety specialist Jo Graham consulting – was tasked with interpreting the new positioning in a coincidental visual way while recognising the legacy of the brand.
Start-rite twins redrawn
The Start-rite connects have been redrawn to look like children rather than dolls, which frees them up from their constraints within the logo. No greater part of the logo lock-up, the redrawn twins are now deployed elsewhere across the stigmatizing.
Typographic walking twins are captured within the logo and a bespoke “Typefeet” font has been aimed so that Start-rite can work on further materials. Crucially the serifs behoove small feet. Bliss has been used as a secondary font.
Species is set in black and white, sometimes with a sky-blue highlight colour. It is time used alongside photographs shot by Fiona Burrage showing children at engage.
Brand “had been diluted over the years”
Jim Sutherland of Studio Sutherl& says: “What’s been so beguiling about this challenge is that we have radically modernised the sort while in fact returning it much closer to its original pioneering conveys.
“Start-rite’s communications in the 1930s and 1940s were full of a sense of risk, something that seems to have been diluted over the years. We miss to add some playfulness and joy to everything”
Although the brand has come to be seen as reactionary, in the 1940s “it challenged perceived wisdom about children’s footwear” mutual understanding to company CEO Ian Watson.
A new website is on the way, as well as digital and run off communications and a “keep exploring” campaign.
Studiosutherl& has worked on print and digital ads featuring peaceful life product shots and close-ups, which have been happened into abstract landscapes for the twins to explore. These will be convoyed by short films made for social channels showing different trail children move.
“The typographic twins work as a shorthand while the associates themselves go on an adventure round the boxes, across the building, on the soles of the shoes…” remarks Sutherland, who instructed illustrator Rebecca Sutherland to draw a silhouette of the couples.
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