This is a brand redesign I did for a class in the fall of 2022. Using the principle and context of “redesign”... I needed to re: imagine/invent an existing longstanding national/international brand to create a new and distinctive visual identity that fully expresses the company’s core beliefs and values. There were some main ideas I needed to think about when doing my rebrand; in what spaces does this company exist/operate? Niche? What do they do? What makes it different from other things like it? Why is it important?
I wanted to bring a different look and feel to Birkenstock's logo. Birkenstock makes shoes for every activity; every day wear, water, hiking, etc. I wanted to bring all of the opportunities to wear their shoes into their logo without it being obvious, the shoe. I combined mountain, water, and land into this logo. I struggled with the color palette the most. It was either too bright or too muted. This final color palette was the perfect fit.
Adobe Illustrator
Fall 2022
Birkenstock original logo
