— IDENTITY

SofSole

Brand Update

Adding a new shine for a legacy shoe care identity.

BRAND

SofSole

ROLE

Art Direction, Logo Design, Branding Concepts

OVERVIEW

Sof Sole has been a flagship brand for Implus for nearly 15 years and has had major distribution within several of the largest big box retailers across the country. To remain competitive in the market place Implus HQ decided to refresh the logo and assigned all designers within the company to submit concepts.

BRIEF

Thought Process

I started with identifying the numerous ways the current identity is heavily featured on packaging, products and marketing. After a handful of variations I believe my was chosen because of the modernize simplicity that also retained the original’s sense of fluid motion.

Previous Branding

Logo Explorations

Final Selection

Primary color system

Washed Blue

PANTONE 130C

#FFA529
Magenta Magma

PANTONE 422C

#595A5A
Jaded Earth

PANTONE 631C

#3DC3DB

Gradient fill

Color Combinations

New Branded Ad Concepts