Skechers Logo Re-imagined by FIDM Graphic Design Student


(Above) Original Skechers logo on top and the Skechers logo redesigned by FIDM Graphic Design Student, Eddie Garcia on the bottom.

If you were challenged to redesign the logo and identity system of an existing brand, how would you tackle it? Many factors need to be taken into consideration to maintain an existing brand so that you don’t alienate your audience (we all remember the Gap logo fiasco in 2010). Logo design is one component of the Graphic Design/Branding program that students at FIDM/Fashion Institute of Design & Merchandising study. In the Logo/Symbol Design course, Graphic Design Students create logos for a company or product using design principles and elements, and demonstrate their understanding of branding by applying their logos to various identity systems to create a cohesive look.

quoteboxEddie Garcia, who completed the Logo/Symbol Design course, developed the re-imagined logo below for Skechers, an international footwear brand. “I never was a big fan of the Skechers logo,” he says. “I decided to update the logo to [give Skechers] a fresh identity, and the opportunity to use the logo to bring other products into their marketing.”

Aiming to develop a new logo that appeals to people of all ages, Eddie developed this dynamic,  geometric “S” that appropriately represents the sportswear brand.  It took more than seven weeks of refining his logo before his instructor, Kevin Reagan, approved the final re-imagined Skechers logo, Eddie says. We feel that his efforts certainly paid off. Check out Eddie’s execution of the new and improved Skechers logo below:


eddiegarcia_logo_Page_3eddiegarcia_logo_Page_8eddiegarcia_logo_Page_7eddiegarcia_logo_Page_6To view Eddie’s final project in full screen, including the logo designs for two other companies, Diedrich Coffee and Mushroom Records, click on the “expand” button below.



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Author: Mani O'Brien

Mani O’Brien is the Online Editor for the FIDMDigitalArts Blog and the Social Media Marketing Manager for FIDM/Fashion Institute of Design & Merchandising. She earned her bachelor of arts degree in print journalism from the Walter Cronkite School of Journalism & Mass Communications at Arizona State University in 2006, and Associate of Arts degree in Graphic Design (Professional Designation) at FIDM in 2010. When she’s not brainstorming social media marketing ideas or writing about the graphic design and digital media, she enjoys practicing yoga, reading magazines, and hanging out with friends and family in Los Angeles.

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  • mothproof

    Nice work by Eddie Garcia. He *absolutely* needs to show this to Skechers so they can revamp their brand. They already have the comfort part down pat, they just need to merge it with cool to get the equation right.

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