Ever wondered about the process a brand goes thru when either rebranding themselves, creating a sub brand or a extension of their brand (womens)? DC did it a while back with their womens line, a line they felt wasn’t getting enough love. So they (DC) figured they should strengthen their women’s business by creating a new women-only brand. DC Shoes tasked Character with creating the new identity.
It’s an interesting read, if you have five, take the time to really sink into it. The article shows everything from a zillion different logo ideas, to the successful logo and it’s application across creative and product. Overall it’s an interesting, if not, educational look at what the brands you work for, amp on, etc have to go through to get them to the point that you love them.
And it’s a solid step forward too, gone is the masculinity, the dirt, the mass market feel that the original DC logo has. Replaced with a more feminine look and feel – a soft easy on the eye logo – that still harks back to DC’s roots, but has a more ladylike appeal to it. It’ll be interesting to see how the market reacts to it – old customers upset? new customers excited?