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.
Eddie 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: