brief:   Brand identity design

While working on a new store design for Original Shoe Company we put forward a proposal for a new logo that would integrate closely with the redesigned stores.

The new colours and target styling around the “O” provided a handy template that could be referred to whenever a new element was required for the store interior.

The new brand image has been applied across the business to create a strong and consistent identity:

• 45 existing stores have been upgraded to follow the new identity.
• Designs for new stores such as the Glasgow flagship store exploit the new image.
• In-store magazines and promotional materials follow the new style.
• The head office interiors and printed corporate materials were redesigned to follow suit.

Within the stores the graphic style was followed through in cash desk design, display systems and signage. All of this served to strengthen the overall impact of the Original Shoe Company brand.

The identity was the starting point for a specially commissioned illustration used as a stairwell graphic within the flagship store.

Here we employed the latest large format digital printing techniques to create a twelve metre high graphic spanning three floors.

Left: a section of the 12 metre high graphic wall.
Middle and right: other graphic walls from the Argyle Street flagship store.

Design CLD made sure that the new logo is tightly integrated into the retailer's interior design schemes.